Outback Water B2C 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. Over time, they reached a point where they had the ability — and opportunity — to step away from the obligations of the primary business and pursue a dream of creating emergency gravity-powered water filtration systems. Systems designed to withstand the roughest conditions for use at home, remote environments, and even under developed countries. To that end, Outback Water was born.
In 2007, the ESP brand and its ecommerce store were acquired by WaterTech, separating Outback Water from the ESP portfolio. Later in 2022, several years after ESP was sold to a private investor in 2011, Outback Water was acquired by the same investor, becoming part of the ESP family once again.
To meet new business goals, Outback needed an update. Transitioning a B2B brand to include an expanded direct-to-consumer play. Toral Advertising + Design (TAD) was engaged to rebrand Outback Water.
The Ask. Rebrand the B2B brand to align with the client's goal of making Outback products newly available as a direct-to-consumer offering. This tasked TAD with redeveloping the brand's values and mission while maintaining its relevance with exhisting B2B customers. All while helping the brand connect with two desirable segments: Millennials (researchers) and Gen Xers (DIYers).
The Challenge. Partner with the CEO to establish the brand vision and translate it into a cohesive brand experience that will help Outback differentiate itself in the saturated emergency water purification market. To achieve this effectively, we had to capture the essence of the brand and the equity it had built over the years — a rich legacy of ingenuity and trust among aid organizations, missionaries, and government entities.
The Execution. We crafted the brand’s strategy from its equity and positioned Outback Water as the secret weapon for peace of mind during crucial moments. The strategy taps into and amplifies the little voice inside each of us that urges us to care for our families. We then balanced that peace of mind with expertise. Emphasizing Outback’s ability to deliver efficacy with convenience.
