Client

28Watt is an Australian business helping families upgrade their homes with sustainablesolutions — including solar, batteries, heat pumps and efficient appliances.

Project Goal

Their brand didn’t clearly communicate who they were, what they offered, or why it mattered. Tonic team was engaged to modernise the brand from the ground up: design a clearer user experience, build brand trust, and align everything to a core proposition that captured what 28Watt really delivers.

Solution

We began by digging into what makes 28Watt different. Behind the tech was a team of experts who make complex home upgrades easier, clearer and more affordable. That became the foundation of our strategy: simplify, humanise, and build confidence. Positioning & Tone of Voice: We introduced a new tagline, “Home Sustainability, Simplified”, supported by messaging that was approachable, expert and practical. The key message, “Upgrade your home. Downsize your bills.” brought real-world benefits to the forefront. UI/UX Design: We reimagined the online calculator experience to be simpler and more intuitive, helping users estimate costs and savings at a glance — without friction or confusion. Visual Identity: The new logo and design system brought together clean layouts, people-first lifestyle imagery, and a distinctive brand mark and arrow line device to guide users and highlight benefits. Colour and typography choices reinforced approachability and trust.