The Tous bear says goodbye as a symbol of the brand

Sep 15, 2022 · 3 min read

The Tous bear says goodbye as an icon; a true symbol that has accompanied the jewelry brand since 1985. Objective? Open up to new codes that allow connecting with younger audiences.

The project, the largest rebranding of the jewelry brand since the 90s, is signed by the consulting firm McKinsey and the Publicis agency in the research and strategic section, while Ruiz Company Y Mirinda Company have developed the visual section and the launch campaign is Lola Mullen Lowe. We tell you some keys:

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Visual identity
In the new visual proposal of Tous, the first aspect to highlight is the most robust aesthetic line. The logo marks a distance from the sinuous strokes of the previous typography, more classic, to show a more forceful and robust aesthetic line in its design; although maintaining a wink “at the same time friendly for its rounded shapes”, as explained by Tous.

New Tous logo, only with the wordmark 2022
TOUS logo, before and after

But, without a doubt, the most significant aspect of the project is the historic Tous bear, which is eliminated in this new version of the logo.

The new image will be word mark, without the symbol. The question is, why? Let’s go by parts.

The origins of the symbol

We travel to 1920, when a young watchmaker, Salvador Tous Blavi, Tous brand cover. His son, Salvador Tous, took over from him in the family business. In 1965, Salvador married Rosa Oriol; who since then is in the engine of the brand. In the 1970s, it was Rosa who had the idea of ​​transforming the luxury concept of jewelry into a brand with an affordable price for all women.

Birth of the bear of Tous

1985. The Tous bear is born

The historic Tous bear was born in 1985. That year, during a trip to Milan, Rosa Oriol saw a teddy bear in a shop window. That tender and endearing aspect seemed to him the perfect symbol to identify the brand. In short, the Tous workshop got down to work to transform the three-dimensional bear into a piece of jewelry.

From then until today, the Tous bear has been a true icon of the brand. Of course, loved and hated in equal parts.

Tous expansion today reaches more than 50 countries and for more than four decades, the brand has sold millions and millions of bears around the world. So why remove the Tous bear from the logo?

evolution of the Tous jewelry brand

Overexposure of a symbol

Since its creation in 1985, the bear has been the true protagonist of the brand, which also implies an overexposure, especially during the 2000s. It is not a definitive goodbye, but a withdrawal, in a certain way liberating for growth. Of the brand.

Sweet Dolls collection sketch.  1994. TOUS Jewelry Fund, SA
Sweet Dolls collection sketch. 1994. TOUS Jewelry Fund.

New Tous brand experience, with new visual codes

Rebranding comes with a new brand purpose, We craft a world of joy. “The objective is not to anchor ourselves, to search for new codes within the powerful legacy that we have,” says Anna Sió, director of brand experience. The new identity will also be accompanied by a comprehensive review of customer relationship formulas and “the exploration of visual codes”.

In this sense, according to Sió, the design area is implementing “increasingly collaborative” creative processes. And within the framework of the redefinition of the relationship with the client, the bet went through the system of drops in the collections, to increase the frequency with which novelties are launched. A movement whose objective is to “connect with trends and be a key piece to complete daily outfits”, that is, to get closer to fashion.

What will become of Tous’ bear?

Although the bear will no longer be present in the Tous logo, it will remain on the product; yes, reinterpreted. The new Tous parks the concept of tenderness that has defined the brand in recent years. For Anna Sió, the bear becomes a “blank canvas” and to be “a bolder brand, more creative and with a sense of humor”, she indicates she.

The mission is clear, being a brand is “transgenerational”. Hence the risk taken. Opening up to new audiences and, especially, seducing the younger generations implies getting rid of that sweet halo, sometimes too ‘cloying’. And from there, promote and strengthen its position to compete with the ever-growing brands in the sector, such as Singularu, Aristocrazy or PDPaola. The question is, will he make it?

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