Monarch Water, part of the Culligan group, is a leading provider of innovative and high-quality water solutions.
Creative Company was approached to create an aspirational brand image for the company to help it maximise opportunities in its current space.
Monarch Water’s existing brand collateral felt tired, generic, and no longer representative of the customer it wanted to appeal to. The new brand needed to feel progressive and dynamic and, most of all, stand out in the crowded water treatment marketplace.
The challenge was to create inspiring, market-leading collateral for Monarch’s water treatment technology. From the onset, we planned to avoid the obvious lifestyle cliches of images with soapy bubbles and soft towels.
The new identity pares back the old wave style ‘M’ icon, creating a streamlined and simplified brand mark that can either stand alone or be complemented by a bold, uppercase, san serif typeface. The forward-angled ‘slash’ of the heritage brand becomes a contemporary, standalone ‘positivity’ graphic and is used to highlight and support key content.
The new base colour palette of black, mid-greys and white with a vibrant mid-blue set the tone for the business of the business. At the same time, sky blue, flamingo red, forest green and canary yellow supports different sectors and activities, from domestic to foodservice and sustainability to the updated ‘Ultimate Installer’s Club’. Each palette helps set Monarch apart and position them perfectly for their future development.
Low-key photography in unusual angles of applications and products reflects the new brand positioning, with black vignettes adding to the premium feel.