eSpring is Amway's $1 billion global water treatment business. Its primary product is an innovative consumer appliance, which is sold by independent distributors in 40 countries. While the product is one of the best on the market, the eSpring brand struggled with awareness due to an unclear message and regional inconsistency. Previous marketing programs were unfocused.
Amway asked Peopledesign to re-imagine the eSpring brand. We started with product positioning and message, being mindful of its principal Asian and Eastern European markets. We created a fresh set of brand standards, asset library, and localization approaches creating a unified global brand.