Total Eden

A visual identity system and brand touch points were created for this national pipes and pumps retail store. The Total Eden McCracken Group had merged and also consolidated its network of individual brands to aid market positioning and facilitate growth. All aspects of the business were to be unified under one name and brandmark. After extensive naming research and strategy the Total Eden name was still the leader for market appeal and recognition. The brandmark symbol was designed to encapsulate the ideal ‘eden’, and can be broken down to represent the three pillars of the business – sustainability (leaf), water (droplet) and complete solutions (sun circle). Neatly tieing into the new strapline 'Sustainable water solutions'. Icons for solutions and water usages create navigation points within the store and website, whilst earthy, people focused photography gives a solution focused outlook rather than a product based picture. The uniquely cased toolkit guidelines are written to give an insight into the ‘Total Eden’ language – bold and straight-talking. The extensive roll out of the brand identity covered exterior signage, interior store navigation boards (and related guidelines), stationery, internal communications, uniform & promotional item direction. Completed while working at Milo&Co.

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