During the research stage of my process, I noticed that almost all of Showers.com’s competitors use cliché visual signifiers of the industry with the likes of water droplets, bubbles, baths, etc. I needed to work out a way to create a unique mark whilst being clearly positioned as a bathroom and showers supplier.

Despite their name, Showers.com supply everything you could possibly need for a new bathroom so I knew I needed to stay away from anything too shower focused. This got me thinking of attributes that most bathroom fittings share. An embarrassingly long while later, I realised that shared attribute is water. We see it flush down the toilet, flow into a shower/bath plughole and trickle down a basin.

It’s all well and good having narrowed my focus down to water but trying to be unique in an industry where other brands are using overdone iconography is a different kettle of fish. After a few more sketches and a couple of late nights, I cracked it. This mark is clean, simple and modern yet evokes the sense of water flowing down a plughole at the centre. A subtlety that might be missed is that I made sure the water flowed clockwise as Showers.com was founded in the northern hemisphere - brownie points for me :)