Essency developed a new residential water heater that drastically changes the definition of heating water in the home. From the look of the product, to the materials, to the life span and intelligent functionality, the Essency water heater‘s introduction had to effectively position its new product above the competition. Not available in big box stores and sold only through plumbing contractors, the new entry needed to be understood and endorsed by them to kick-start sales. A tiered, incentive-based plumber loyalty club gained rapid momentum as early-adopter homeowners led the way, as they quickly saw traditional hot water problems being solved in this brand — even in a crowded, mature market. Essency stood in sharp contrast to existing water heating solutions when it premiered at the 2020 HVAC and Water Heating Expo. It now has achieved nationwide distribution and exponential growth. We developed the identity, brand, collateral advertising, video, PR, and booth designs.
