Smallfry pulls out the pump

Industrial design consultancy Smallfry has created a new range of water garden pumps for manufacturer Beresfords Pumps.

The Coventry consultancy’s new designs will replace Beresfords’ existing products at the smaller end of its Otter range.

“Though the pumps live out of sight at the bottom of the garden pond, style as well as performance is vital to the range’s success,” says Smallfry managing director Steven May-Russell.

“Our construction for the new range created a distinctive rugged aesthetic and introduced special features such as sturdy feet and an integral handle. These set the pumps apart from the competition,” he adds.

Smallfry has also designed a new identity and packaging for the range to “revitalise the brand and raise awareness of the Beresfords name”, says May-Russell.