An interesting brand challenge to name and give an appropriate face to an ‘everyday’ product range from an otherwise premium brand manufacturer.
In common with many leading manufacturers, Wavin was seeing its products and specifications listings being undercut by inferior but appealingly cheaper alternatives. Our brief was to fight fire with fire, helping to support the launch of Wavin’s own everyday plastic piping range.
The client had a working name but we challenged it and went back with the alternative ‘Just’ – a perfect expression of the utilitarian philosophy behind the range and strengthened further by the strapline ‘Basically Better’.
The positioning was carefully designed to pitch our Just range at the top of the budget sector but without cannibalising sales of Wavin’s premium products.
Everything from the colour ways, simple keyline illustrations and, particularly, the tone of voice in the copy was crafted to appear not too crafted. Just the job.