Brand & Website
Etiql is a membership club for everyday essentials. Members pay a yearly fee, then buy from European artisans at what the objects cost to make, with the retail price printed beside them and struck through.
We worked on the brand world and on the design of etiql.com: art direction, colour and typography, the photographic register, and a site organised around a membership rather than a catalogue. For several years we also produced and ran its social channels.
The manifesto board outside the store, and etiql.com.
Etiql's references are Italian and material: natural fibres, warm light, people wearing their clothes rather than modelling them, objects that look handled instead of photographed. That register belongs to brands priced several times higher, the one the market would shortly after start calling quiet luxury. Etiql wanted the codes without the prices.
Discretion is how expensive brands discuss money without naming it, and Etiql names it on every page. So the identity stays quiet everywhere except there: Canela carries the storytelling, the neutrals come from materials rather than from a palette, the photography keeps its analogue faults, and one acid green sits in the middle, a colour none of the reference brands would touch.
The component library, shared with the live product.
The price is a stated fact here and the membership is the thing being sold, so the site makes the arithmetic legible first: what a piece costs elsewhere, what it costs here, what the membership costs to get there.
The rest leans on provenance. The maker is named, the workshop is shown, the object is described by how it was produced, so the artisans sit inside the argument instead of in a story told at the end.
Deep Water diffusers and the cashmere and silk soap.
Credits
Client: Etiql
Scope: Brand design, website design, social media
With: Emmanuelle Landras (art direction)