Challenge
Our brief was to create a smart and distinctive plumbing and heating brand that blends functionality with intelligence and cuts through the noise in the category. The name needed to be succinct, memorable and accessible with appeal to both tradespeople and DIY enthusiasts. The objective was for the new brand to be the destination at Toolstation for anything plumbing related.
Solution
Following our rigorous naming process, Flume was chosen. Its definition – a “man-made channel for water”- perfectly captures the essence of the brand and it resonated with both our target audiences. The identity is quirky yet purposeful. Pipe connections are represented in a distinctive, contemporary font within a vessel-shaped holding device with subtle hot and cold water cues. The packaging design is deliberately understated and functional, clearly communicating product details and making selection in the depots or on-site fast and easy.
The result is brand that’s memorable, full of character and refreshingly distinctive in the plumbing category.
