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 introduction stands above the competition in ways that needed to be communicated effectively. We chose visual cues and language that highlighted the advantages at each level of the sales chain by focusing on the end user, crucial when introducing an unknown product. The new brand needed to attract distributors and plumbers who would feel comfortable representing such an offering that has yet to have an audience. Essency stood in sharp contrast to existing water heaters when it premiered this year at the 2020 AHR Expo. We developed the identity, brand, collateral, video, and booth designs.
