Lilli
I worked with brand creative studio Company Policy to craft the lilli brand voice and identity, focusing on its beautiful product design, detailed engineering, and innovation.
The core of the verbal branding was strategically crafting the message and naming; it is in the 'smart home' category, but the connotations clashed with the purist minimalism and modern clarity the brand needed. After various iterations, landing on describing this future-forward product as the world’s first intelligent water system.
Over a decade of engineering and research went into reimagining the most common household fixture — not to add features, but to change the relationship between the user and water entirely. The product design is precise, minimal, and quietly extraordinary. The brand language needed to match: nothing gratuitous, nothing that would betray the quality of what the engineering team had spent years building.
The central verbal challenge was category. lilli sits within the "smart home" space, but that label carries the wrong connotations — gadgetry, plastic hubs, app overload, the aesthetic noise of consumer tech. None of that belonged near this product. Working with Company Policy, we went through iterations of how to name and frame what lilli actually is: not a smart faucet, not a connected appliance, but a system — one that brings intelligence to the element that runs through everything. The line that unlocked it was simple: the world's first intelligent water system. It claims a category without borrowing someone else's language. It is precise without being technical. And it holds the purist minimalism of the product's design philosophy in the same breath as the scale of its ambition.
