Euromaster — Rediscovering their strengths, refreshing their identity
Having grown organically, Euromaster is now Europe’s largest tyre replacement specialist. But that organic growth had led to a fragmented and inconsistent offer. We worked with Euromaster to spot the powerful promise that was right under their noses.
Great service guaranteed
The Challenge
Euromaster is Europe’s largest tyre replacement specialist with outlets across 18 countries. Grown organically and through franchisees, the chain had size but lacked a clear proposition – and had a dated identity, inconsistently executed and not fit for purpose for the digital world.
The Opportunity
After extensive stakeholder interviews and audits revealed just how fragmented the business was. Some markets were mainly B2B, some B2C; some just tyre specialists, some full service garages; some franchised, some owned – and all with a different product portfolio. These differences had paralysed the organisation on the quest for a unified promise. But dig a little deeper and a consistent thread emerged. In a sector where customers distrust the service they might get from garages, Euromaster were delivering great service in spades. They were often the number 1 Google rated operation in each market, their NPS was enviable and they had a host of service promises they were so used to. So, we worked with Euromaster to bundle these strands together into a proudly service first positioning and promise.
Alongside we refreshed their identity. Whilst the existing identity was inconsistent there were some emergent distinctive assets, such as colour and the tyre tread logo that, whilst not yet fully leveraged, were important not to lose. We also knew that the new identity would have to sit comfortably with the old as roll out across the estate may take years
So rather than throw the baby out with the bathwater, we doubled down and celebrated the colours, brightening and revitalising the tones, created a graphic language out of the tyre tread and added a distinctive tone of voice and verbal identity – confident, trustworthy and to the point.
