A wind of change in renewable energy

Rebranding Eoly, an energy provider with ambition

February 03, 2016

Where strong initiatives emerge, there’s generally the need for a good name and appropriate logo. As a mother organization to many known retail brands and other organizations, the Colruyt Group is well aware of that. And in this case, the initiative emerged within WE-Power, the group’s renewable energy producer.


WE-Power will be investing its time and efforts in its mission to align supply and demand. Combining new technologies on the one hand, and a new type of entrepreneurship on the other. The energy producer is making its future wind turbines very accessible. Everyone, from people in the neighborhood to customers and employees of the Colruyt Group, will be able to invest in renewable energy.


To strengthen this new mission the Colruyt Group chose to rebrand their energy producer. What was formerly WE-Power was renamed and revamped. The big idea behind the brand was translated into a new name and logo. Eoly was born.  


Eoly’s ambition: to generate 100% of its own energy using wind turbines, solar panels and hydrogen. This energy is then delivered to all Colruyt Group enterprises, such as Colruyt, Okay and Bio-Planet. The independent stores, namely Spar Retail and Alvo, are also to be supplied with Eoly’s renewable energy.


Eoly has three main axes:

  • delivering a stable and sustainable supply of electricity, gas and water
  • managing renewable energy in the most efficient way
  • simplicity and transparency in communications and corporate management


The new name is representative of this dynamic identity. Eoly is young at heart, but has ancient origins. With roots in Greek mythology the name is derived from Aeolus, son of Poseidon and keeper of the winds. The god could send the winds in all directions, wherever they were most needed. The analogy with green energy is easy to see.


Simplicity and motion are both characteristics of the logo. And to ensure it can be read and recognized on large windmills the logo is compact and streamlined.

Want to know more about this green initiative from the Colruyt Group? Watch this video: