The energy market is full of faceless corporations that put profits before people. We helped create a brand to disrupt the ‘big six’ though a clear purpose: to make renewable energy simple and affordable. A brand full of Positive Energy.
Brand strategy, naming, visual identity and brand guidelines.
200,000 members. And counting.
Bulb has grown at pace, gaining over 200,000 customers in its first two years. Even more remarkably, 30% of new sign-ups have come from customer referrals - an extraordinary figure for a category beset by general ambivalence.
We used ‘Positive Energy’ to create a brand that would talk directly to millennials.
The consumer energy market is a confusing place, full of brands people don’t really trust and tariffs they don’t understand. Bulb (or Simple Energy as they were calling themselves) wanted to shake things up with an offer that was competitively priced, renewable and straightforward. A new kind of energy brand aimed at millennials.
Consumer research, workshops and interviews gave us a clear direction. To position Bulb as a compelling alternative to the faceless ‘big six’, we needed to create a brand with purpose and substance. Bulb is simple, affordable and renewable power with the community at its heart. We called this Positive Energy.
Naming & visual identity
We started our creative process with the name. ‘Bulb’ is simple, pleasing to say and brings Positive Energy to life both literally and emotionally. In short it was perfect.
Next we designed a visual identity to be as disruptive as possible. The competition was either blandly corporate or boringly worthy, so we tried to create something fun, accessible and engaging. A handwritten logo made the brand feel human, while our colour palette was about as far from a traditional energy brand as it’s possible to be.
Guidelines & implementation
A clear, comprehensive and digitally-focussed set of guidelines helped Bulb’s partners bring the brand to life in a range of channels. We also created a number of key communication pieces, including a bill that you might not mind receiving (almost).
Ragged Edge’s strategically led, digital first approach made the branding process a pleasure. We’re over the moon with the result and think it represents Bulb’s values and purpose beautifully.