The positioning of the brand is reflected in the crafting of the individual characters in the logo type.
After conducting a Brand Opener Workshop with the founding team, we developed a Brand Identity System including positioning statements, palettes, visual approach, typographic standards and logo. We even helped work through a variety of hardware design concepts.
The handcrafted letterforms reflect key attributes of the brand.
We developed a series of "posters" for use in consumer testing.
When you live in a dry part of the country, clean tasting water is more than a luxury.
dupure designs and markets whole home water softening and purification systems. The company saw rapid growth by partnering with new home builders in the South West U.S., but with the slow down in new home construction, and array of competitors, the company was struggling to maintain brand awareness and sales in key markets.
Once again, the Brand Opener Workshop provided valuable insights into the company's competitive landscape, value proposition and customer attitudes. Through research and testing, it became apparent that existing and potential customers lacked a real understanding of how dupure systems create a healthier home.
We developed the them of "dupure makes..." to communicate all the ways that the company's whole home systems create health an lifestyle benefits. From softer sheets, lustrous hair to better tasting food dupure makes the water that makes life better.
With the goal of making it easier for consumers to understand and select the optimal dupure system, we development of a new web site and related content to support sales and marketing initiatives.