Global retail design agency Sheridan&Co has revealed its latest work in creating the brand identity and retail strategy for ETHOS, a new boutique ‘hybrid fitness’ studio centred on yoga.
Sheridan&Co was recently tasked with developing the brand identity and retail strategy for ETHOS’ new London studio, founded by Jennifer Hersch and Dr Theo Koutroukides, expected to open in the City’s vibrant Spitalfields Market in 2016. The job included determining the look and feel of the brand mark and website as well as creating packaging and label design concepts for ETHOS’ own range of fresh juices and soups as well as other marketing collateral. The agency were also charged with devising a retail strategy, determining the entire customer experience and creating full interior design concepts including a reception and retail concession to showcase ETHOS’ own line of sportswear alongside other designer apparel, and a food bar area.
ETHOS sought a visual solution that was serene and stripped back, and resonated the brand’s passion and philosophy for achieving and maintaining physical and spiritual balance: a “Mind Body Alchemy”. As part of the creative process, Sheridan&Co delved deep into the brand’s current market position, analysed its competitor landscape and identified trends within the burgeoning boutique fitness scene to devise a strategy that strongly defined ETHOS’ core point of difference.
For the design and development of the retail concepts, Sheridan&Co then created three interior concepts that strove to apply this thinking into the physical environment; the final design is a hybrid of all three which harnesses the serene and natural woody aesthetics of a ski lodge, Scandi-retreat and tree house den. A muted background is offset by accents of vibrant green delivered by the multiple planters on display, while visual interest is created by juxtaposing textures from different natural materials. The overall effect is stripped-back, tactile and honest design, very much in keeping with the brand’s philosophy and service offering. Meanwhile, accents of the five core elements that make up Ethos are manifested on major touchpoints – from the changing room locker doors to the shower cubicles.
