ESP Water Rebrand
Environmental Safety Products (ESP) Water Products was founded in 2003, with a mission of combining an unparalleled depth of knowledge and an intrinsic sense of fairness for customers. This approach fostered a shopping experience that kept customers coming back. Later in 2007, the ESP brand and its ecommerce store were acquired by WaterTech and joined its portfolio holdings, specifically as its B2C offering. In 2011, ESP was sold to a private investor, who continued using its existing branding that aligned with its former parent company.
The ask. Rebrand ESP. To make this more actionable, our team expanded on the ask and identified key considerations. We needed to be thoughtful of over 20 years of success and equity while helping the brand connect with three highly desirable demographics: Millennials (researchers), Gen Xers (DIYers), and Baby Boomers (need guidance).
The challenge. A successful solution required aligning the company’s vision and ownable characteristics with its history. ESP has long stood for innovation and technology, but our research pointed to something deeper. It has always gone above and beyond with customer care, pre- and post-purchase, whether commercial or residential. This insight led us to focus on what makes the ESP brand great — its emphasis on customer care.
The execution. From our insights, we identified the client's white glove service as the number one consideration for returning customers. While this has always been part of the brand, it was never highlighted; a significant differentiation from competitors within a confusing and daunting market. So, we made this the primary brand characteristic. Helping ESP cut through the "industry-esque" clutter and actualize their new ownable voice, look, and vision.
