Culligan Rebrand

Culligan, a global leader in water treatment, grew more than 500% through acquisitions, creating a fragmented brand presence across 90 countries. To unify this expansion, Culligan needed a single, cohesive identity that could represent the brand’s leadership and innovation on a global scale.

We reimagined the Culligan brand from the ground up, developing a modern and flexible design system that positioned water as a life-enhancing resource. Guided by key objectives to modernize the brand, elevate storytelling, and reflect scientific credibility, we created a scalable visual language that balanced human warmth with technological precision.

The rebrand introduced a vibrant color palette, custom iconography, 3D product renders, and lifestyle photography guidance, all consolidated within a digital brand hub for ongoing evolution and global consistency.

This transformation unified Culligan’s many acquisitions under one cohesive identity and positioned the company as a modern, forward-looking leader in clean water solutions worldwide.

Agency | AKQA

Deliverables | Design Lead, Branding, Identity development, Design Language, Iconography, Logo, Illustration

Rather than producing conventional PDF brand guidelines, we developed a Visual Identity system using an online guidelines tool. This innovative digital solution enabled us to provide universally accessible brand guidelines, facilitating effortless and consistent brand management.

We crafted a contemporary new logo to refresh the Culligan brand.

Faced with unavailable product photoshoots, our team used 3D renders and illustrations to create compelling product shots for Culligan Products, offering creative freedom and dynamic visuals that match the brand's identity. My role included crafting scientific illustrations and art directing the 3D renders to effectively communicate the water filtration mechanism.

Future of Culligan: Culligan's genuine love for our brand efforts has opened up new doors, leading to successful collaborations on additional projects such as the corporate website, manifesto film, and product photoshoot. This newfound collaboration speaks to the resonance of our creative output with Culligan's vision.