THE COOLEST WATER COMPANY LTD
Brand style guidelines
The Coolest Water Company Ltd is a family run start-up company that supplies water coolers to businesses, retailers and homes across Hertfordshire, with a focus on friendly and reliable customer service.
They came to me wanting an original visual identity that both stands out in the market and shows the company's unique personality. The brief was to create a character that will form a key part of their brand identity and, over time, become synonymous with The Coolest Water Company Ltd. This mascot should help establish a friendly and approachable image. The challenge is to also create a credible feel that ensures the brand is taken seriously by its audience.
BRAND design DIRECTION
Upfront research confirmed that a brand mascot would create an original identity within the market. My signature design style is minimal and clean. As this style is what attracts clients, it's also the style they expect to receive from me. ‘Flat design’ graphics were used to create a character based on a water drip, to ensure the results reflect my approach. With his thumbs up pose, a cheeky wink and a shadow to bring him to life, this cool character provides the company a friendly personality and has a real vibrant, fun feel.
A quirky and direct brand voice has been introduced – the character speaks directly to the audience via a speech bubble – setting a welcoming, informal tone. A dynamic splash element was developed a to give further versatility and aid brand recognition. This gives a consistent visual look that has a strong visual impact. As a start-up, several collateral design items were required to help establish it and they all continue with the fun approach.
The Coolest Water Company Ltd understood how, in today’s world, professional design is fundamental to small businesses and gives real power to communicate effectively. Their design investment says to their audience that they take their business seriously. And from a personal point of view, it was a great challenge to use my signature design style to successfully create such a fun visual identity.