This is defiantly a different way of branding a fairly corporate company. I think the alternative approach making an energy company more approachable as opposed to a big faceless corporation that you always have to deal with is an interesting idea. I think its good to make the logo and brand seem like the opposite of an energy company. Really lovely logo design and identity, may be a little misguided in it’s target market but overall a nice change to large corporate brands.

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