Consumer rebrand and global brand standards.

Amway eSpring, a billion-dollar global water filtration brand, was struggling to gain traction in its key markets. As a US-based company that primarily sold in APAC regions, it struggled to overcome its North American brand and deliver one that was meaningful and relevant to the customers it served. Through a rebrand, Peopledesign helped eSpring overcome cultural barriers and build brand equity around the globe.

Customer focus
While the product is one of the best on the market, the eSpring brand struggled with awareness due to an unclear message, regional inconsistency, and a lack of relevance with the markets it served. The brand was unfocused and pulled in too many directions.

In order to unite the brand Peopledesign built a system that was mindful of its principal Asian and Eastern European markets. It included a messaging framework, photography and video direction, communications strategy and core graphic elements.

A new global standard
We created a fresh set of brand standards, asset library, and localization approaches, and a selling strategy that created a unified global brand.