Connected to The Future

Strategy & visual identity for Toon / Eneco

The strategic work identified the Why of Toon, and detached Toon of the perception of being a thermostat – and defined it as a technology. During the process, it became clear that the current visual identity for Toon wasn’t compatible with the brand, and a new visual identity was developed and implemented with the new positioning.

Project details

Eneco Group, a leading player in the international energy transition from grey to green, provides sustainable and innovative energy solutions, products, and services to consumers and businesses. Moving towards the future – the ‘Smart Living’ platform, Eneco acquired Toon, a smart thermostat, in 2015, with the intention to launch Toon internationally, as a stand-alone brand, independent of Eneco.

As such, it was necessary to execute strategic work, discovering the Identity; the Why and How of the Toon brand, and to create a new and extended positioning for the international market. The strategic work identified the Why of Toon, and detached Toon of the perception of being a thermostat – and defined it as a technology.
During the process, it became clear that the current visual identity for Toon wasn’t compatible with the brand, and a new visual identity was developed and implemented with the new positioning: “Empowering people through smart energy” as the focal point. The new Toon was presented at the European Utility Week in Barcelona, in November of 2016, and at the CES in Las Vegas in 2017.

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