Microgen twigs a new marque by The Nest

Sustainable energy company Microgen launches its first product this week – a smart domestic heat and power system – with a logo, identity and tone of voice designed by The Nest.

The product will be available to consumers in 2004, and the company required a look and feel that would enable it to stand alone in a strong consumer market, says Microgen marketing manager Gillian Gibson.

The Nest art director Katja Thielen, who led the project, says, ‘We wanted to move beyond the obvious connotations that surround environmental brands. The identity aims to deliver that sense of measured intelligence in a human, approachable way.’

Microgen unveiled its marque internally last week and it will be seen publicly this week for the first time at a series of sustainable energy shows at London’s Olympia.

The Nest was appointed to the project at the beginning of the year following a five-way pitch.