Client’s profile

Livpure is a brand owned by Luminous Water Technologies (SAR Group), a Gurgaon-based manufacturer of water purifiers, with installation capacity of half a million units annually. The company has been a challenger since the day it incepted. Though launched much after the market has been captured by some leading water purifier brands, Livpure quickly closed gaps with its competitors. Livpure is the third largest brand in the category growing at 30 percent per annum. The company today retails its waster purifying systems in more than 33 countries, making it a truly Indian MNC consumer durable brand.

Brand new outlook

When Livpure decided to uplift its overall image, they grabbed Trancend-Orb for the rebranding job. Moreover, the creative team at the brand consulting firm understood Livpure as the name pronounced for purity, health and wellness. Despite the fact that Livpure has already been seeing great success in water purifiers they wanted to reposition themselves as a well rounded brand around purity, not just water, but also their look and services. In fact, Livpure needed to establish into a new brand image to cope with the emergence of IOT (Internet of Things) as a future feature.

Key insights

One of the key insights that the creative team of Trancend- Orb came up with during the research & development process was a strong belief that Livpure would perform, not letting anybody down. The company’s water purifying products have stood the test of time and performed under extreme conditions. That’s why India’s veteran cricketer Sachin Tendulkar has been roped in for brand endorsement, citing semblance of the products with the talent and trait of the player who is known as ‘master blaster’.

Rebranded Livepure displays in different locations

Overall incarnation

The new positioning of Livpure had to become a public expression of a company’s evolution from a water purifier company to a more sophisticated crusader of purity that it has become. In order to juxtapose into this new development, the creative team of Trancend-Orb transformed the design and colour texture of the brand logo, which stood out unique in store-front and point-ofsale displays as well as others including delivery vans being wrapped using vinyl prints in a grand outlook. Livpure is a crusader brand in its true sense, making India and Indians to think smart and live pure. Making purity a state of mind, it has made a clarion call— ‘Come on India, Live pure’.

Trancend-Orb Trancend-Orb is a specialist brand consulting firm started by a group of young professionals who have served in senior roles in leading brand consulting firms, such as Ray+Keshavan|The Brand Union, DMA, Vertebrand & Shining Universe. The firm’s expertise is in understanding, integrating and applying stakeholder insights to create business and customer value. Trancend-Orb also has a network of brand specialists like web-strategists, retail store designers, brand campaign planners and others with key skills in brand identity & logo designs, graphic designs, product designs from leading schools like National Institute of Design (NID), London Design School, Srishti School, to name a few. To explore more about Trancend-Orb, log on to: www.trancendorb.com