Appleton Plumbing

Challenge

Appleton Plumbing came to us as a fast-growing plumbing company in Perth, Australia, ready to expand into the domestic market. In a space flooded with similar-looking competitors, they needed to stand out, build trust, and create instant reassurance for homeowners.

While other plumbing brands leaned on predictable tools-and-pipes imagery, Appleton wanted something with character, confidence, and a spark of humour — a brand that made people smile and feel secure that their plumbing challenges were in safe hands.

Solution

We looked to the name itself... 'Appleton' and found our answer. From there, we infused the idea of “apple” into every touchpoint of the brand.

A fresh, neon apple green became the hero of the colour palette, designed to pop against Perth’s suburban streets and feel unmistakably modern. The tone of voice leaned into local Aussie warmth, summed up perfectly by the tagline: “She’ll be apples.”

An everyday saying meaning “It’ll be alright” — the kind of casual reassurance that captures Appleton’s friendly, hard working, can-do spirit. You couldn't ignore this after learning what their customers were saying about them.

We extended the apple idea into unexpected brand moments — concepting thoughtful touches like:

• Apple (green) toilet blocks left behind after every repair.

• Apple-scented candles for high-end bathroom restorations.

• Apple hand soaps as part of kitchen or service touchpoints.

Every element works together to create a sensory, memorable experience . one that builds emotional connection, reinforced trust, and helps Appleton Plumbing own a distinctive space in Perth’s noisy plumbing market.