ESP Water Products
Established in 2003, ESP Water Products was built with a commitment to staying at the forefront of advancements in water filtration innovation and technology. Since its start, the company was acquired and added to the Water Tech Corporation portfolio as its e-commerce direct-to-consumer business. In 2011, ESP was sold to a private investor and continued using its existing branding, which aligns with its former parent company.
The ask. Rebrand ESP by distilling 20+ years of success into a modern, impactful look, uniting a fragmented visual system and helping the client connect with three highly desirable segments: millennials (researchers), Gen X (DIYers), and boomers (guide me).
The challenge. Achieving a successful design solution required aligning the company’s vision and ownable characteristics with its tremendous 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 led to the insight to focus on what makes the ESP brand great — its emphasis on people first.
The execution. In the examination, we identified the client's white glove service as the number one consideration for returning customers. While this has always been a part of the brand, it was never highlighted. A significant differentiation from competitors within a large confusing, daunting market. So, we chose to focus on this while balancing its other values. In doing so, it has helped ESP cut through the "industry-esque" clutter and realize its new ownable voice, look, and vision.
