Eroski
Rebrand
RISE AND SHINE EROSKI
Eroski originates from the Basque Country. Its name comes from “Eros” meaning “to buy” and “Toki”, “place”, literally translating to “a place to buy”. Its current logo features the letter “E” from Eroski and uses red, white, and blue. In some elements of the “Eroski Zurekin” (“Eroski With You”) campaign, mustard yellow and warmer tones are also applied, as can be seen in the black aprons worn by its employees.
PROBLEM
Eroski has a strong objective but its execution feels outdated. The logo appears visually restrictive and fails to fully connect with consumers. Brand perception varies by region: it is well-established in northern Spain due to its support for local products, but less recognized and competitive elsewhere.
SOLUTION
Eroski could benefit from projecting a friendly and approachable image towards consumers, supported by their strong offers and discounts. It should also highlight its commitment to social responsibility and be recognized for offering fresh and healthy food. That's why my repositioning focuses on creating a fresher, more trustworthy brand image that reflects social responsibility, approachability, friendliness, and a touch of humor, with honesty and responsibility as its core values.
CONCEPT
The new logo retains the energetic red that provides strong visibility, while replacing the corporate blue with a more desaturated tone, giving it a more retro aesthetic. Combined with beige backgrounds that mimic print-worn whites, and lettering in high-contrast tones, the design draws on the visual language of traditional Basque market posters created through hand lettering.
DEVELOPMENT
In addition, the core essence of the current logo is updated and a small detail is introduced in the letter “S” that resembles a rooster’s comb, subtly suggesting the idea of a supermarket. This detail is later echoed in the brand claim, giving it a double meaning.
The proposed claim also plays with the rooster concept, referring to the start of the day. Just as the rooster wakes us with its crow, it signals that it is time to go to Eroski to do the shopping and save.
