Differentiation through branding

Eve Products needed a new logo and corporate branding to differentiate it as an entity from its successful core product.

Brief

Eve Products are a UK manufacturer best known for the portable and modular graphic display system, Twist. Since its launch in 2003, Twist has become a well-established and recognised product within the exhibition industry. So much so that Eve eventually became significantly overshadowed by the Twist brand.

Confusion was largely caused by similar brand colours between their core product and the Eve Products company logo. Customers were frustrated with not being able to find the manufacturer of Twist and furthermore, Eve Products were regularly mistaken as one of their distributors.

Our brief was to create a clear identity for the company and reposition the Twist brand within their product range.

Solution

The company was already known as Eve so we didn’t want to lose too much of its identity in the logo. First we stripped everything back to “eve”, which originally incorporated the strap line ‘innovation through design’. This was removed and replaced simply with the word ‘products’, reinforcing the company name.

A rainbow was included over the logo bridging the two “e’s” thus strengthening word “eve” and resembling a sun rise which conveys a new dawn for the company. Developing this theme the rainbow colour spectrum was later brought in to help clearly define product ranges by associating a specific brand identity to each one.

We balanced the vibrant use of colour used for each product against a neutral colour for the company; the simplicity of the white logo on a grey background gives “Eve Products” much greater prominence.

To help unite the product ranges offered by the company, we incorporated an icon into the products logos. This was later used to define categories in the brochure and website for each of their varied ranges.

The corporate branding exercise extended throughout Eve’s literature, signage and online presence, creating a distinctive, universal, cross-channel identity.

Feedback

Stuart Sapsford, MD at Eve Products, reflected on the success of the project both in terms of the successful differentiation, but also the increase in enquiries. Please follow the testimonial link below.