Scottish Water launches business arm

Scottish Water is to launch a standalone company aimed at businesses next year, with an identity and branding by Redhouse Lane.

The business arm of the utilities company, called Business Stream, will be open to retail competition from April 2008, due to deregulation.

As a result, Scottish Water has created the standalone company to represent its interest in the market.

The company, which will operate independently, is expected to retail water to Scotland’s 130 000 businesses.

Redhouse Lane was appointed to the project, following a four-way competitive pitch in June involving branding groups from Scotland and England.

The consultancy has been briefed to carry out an evaluation of the company, ascertain positioning and brand values, as well as to create an identity and visual brand language.

Redhouse Lane managing director Stephen Mills says that the research stage is now complete and that the consultancy is currently exploring design options, including brand concepts, typefaces and colour palettes.

The identity is expected to launch at the end of September.