Rebranding a water company that's Well-aware of a greater need
Well Up Water Co.
Location: Chatham, Ontario, CA
Scope: naming, visual identity, signage
Additional strategy: Leigh Baumann
Southside Water requested a rebrand with a renewed purpose. With a previous business model built around a jug-filling station, they decided to create a new brand with a mission where “everyone should have access to pure clean drinking water.”
With the sales from this water, a percentage of the profits will be dedicated to charities specializing in drill wells. This creates scenarios that provide clean water to communities that otherwise did not have access.
We renamed the company Well Up Water Co, and built an identity system around its mission. The new Well Up mark had to be mature enough to represent a charity that delivers real results, but also approachable enough to keep the focus human-centered.
We wanted to say alot with as little as possible, with a logomark that's unique and ownable, and also strong enough to stand on its own for quick recognizability.
