Manchester group Appleby Bowers has created an identity for stainless steel manufacturer Simply Washrooms, as the company moves to compete more effectively with its overseas competitors.
The group will also design corporate literature, marketing material, stationery and a website, www.simplywashrooms.co.uk, for the company. The first tranche of its work launches this week.
According to Appleby Bowers managing director Bernie Bowers, the consultancy was briefed to create a ‘clean and contemporary image that portrays quality and responsiveness’.
The company hopes to reposition itself away from its engineering and manufacturing connotations, as part of a business strategy that involves targeting retailers directly, adds Bowers.
Research by the group revealed that the company’s European competitors invest heavily in branding and a ‘clear, uncluttered, quality image’ is important to compete in the sector, says Bowers.
‘The use of a water droplet has obvious synergy with the company’s product range and we’ve used metallic inks to convey quality,’ he explains.
Appleby Bowers was appointed in June 2003, following a four-way pitch. Designers Andy Jackson and Victoria Summerfield are creative leads on the project.