Enirgi Power Storage was formed in mid-2015 from the acquisition and merger of four different companies involved in the wholesaling, retailing, collection and recycling of batteries. We needed to establish a name for the new company and draw the four operational areas under one brand umbrella.
The battery market is highly competitive and very fragmented, so our challenge was to create a strong brand that would stand out and set a new benchmark for the industry. In addition to a brand, the company also needed to create a consistent customer experience across Australia in its existing locations and a range of new stores.
Through a structured market research program we surveyed consumers in Sydney, Melbourne and Brisbane to understand their battery needs, knowledge, purchasing process and decision-making. We then undertook competitor analysis of retailers and wholesalers, as well as battery manufacturers.
The name Enirgi Power Storage was selected to reflect the growing importance of batteries in everyday life and position the company to take advantage of new developments in the battery market.
The visual brand was kept simple and contemporary to stand out from much of the dated branding in the battery market. A strong colour pathway was chosen and a flexible branding system created. Clarity selected, briefed and worked closely with store designers to create a new retail fit out concept and ensure the consistent application of the brand. Finally the brand was applied to a wide range of materials and digital infrastructure including website, EDMs, print and radio advertising, signage and display stands.
The Enirgi Power Storage brand is being rolled out nationally throughout 2016 with the first new stores appearing in New South Wales and Victoria. Existing stores are also being rebranded and refitted in all States to ensure a consistent customer experience. A digital presence has been established promoting the company’s own products and will be expanded over time.