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.