When we first met this client, their company was named Can Works, Inc. We challenged them about their name and business goals with a simple question about their ambitions: “Do you ever want to be more than just trash cans?” The answer was a resounding yes. This led to a brand naming exercise that resulted in a new name, simplehuman, that captured the authentic mission of the company and the easy simplicity of its products.
We carried these values to the new brand and communication system. Bold colors and clean graphics stand apart from competitors in busy big-box retailers, and a straightforward communication system focuses on the brand’s unique positioning: efficient, modern living.
The line didn’t just make sense for consumers, retailers were loyal to simplehuman too. Bed, Bath & Beyond ended up displacing most of their other vendors, which eliminated messy product duplication in the category.
Since working with us, we’ve watched simplehuman’s business grow 30 percent annually and expand to five new product categories. Their brand identity and communication system has evolved effortlessly with their growth — it’s still just as fresh and relevant today.
