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Powering a new type of energy brand.

We delivered:

Brand strategy, naming, visual identity and brand guidelines.

Our approach

We used ‘Positive Energy’ to create a brand that would talk directly to millennials.

Our brief

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.

Brand strategy

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.

Bulb Branding
Bulb Brand Guidelines

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).

Bulb Website
Bulb Photography
Bulb iPhone Website
Bulb iMac Website

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.

Hayden, Co-founder, Bulb.


Photography by Richard Moran