The deregulation of the water utility market in Scotland opened the taps for new, agile entrants into what was previously a monopoly situation. Glidden were tasked to develop naming, brand and visual identity for a new business aiming to take a slice of the lucrative market.
To create the feeling assurance whilst also being a disrupter. We developed the name ‘Brightwater’ to convey a sense of being the ‘intelligent’ or ‘smart’ choice. Avoiding the cliched images of reservoirs and blue identities featuring water droplet symbols, we instead developed a type-only brand identity in bold zesty yellow, the all-lowercase typography conveying friendliness whilst the navy blue & white staging colours communicate professionalism. The introduction of quirky line illustrations give a sense of charm and provide a bold, flexible character for ongoing communications.
Interior, exhibition & display