Brand Assessment

Percept is a rebrand specialist, helping companies strategically reposition themselves with a new brand identity. The rebrand and brand identity improves the performance of the business by resonating with a more targeted desired customer audience.

This business had built its reputation through word of mouth, repeat customers, and consistently reliable service. While these were great attributes, its reputation had outgrown its brand identity, creating the need for a rebrand. They approached Percept for a new name and a distinctive brand identity that could carry the business into its next chapter for greater success.

During the brand assessment phase, a familiar pattern across the category emerged — customers wanted confidence and professionalism, but many trades felt impersonal or interchangeable. Brand identity design seemed to feel the same across the plumbing sector, with predominantly blue logos, loud graphics and predictable service claims dominating the market. The generic lack of differentiation made it difficult for businesses to build recognition beyond price or availability.

Our client already stood apart where it mattered most. The team was local, responsive and trusted. Transparency, reliability and genuine care weren’t their marketing messages; they were just evident in how they went about their business every day. The rebrand presented a clear opportunity to bring these positive qualities to the forefront of how their brand represented them to their desired market.

Rebrand Strategy

Percept’s rebrand strategy took an approach that focused on establishing Xtra Plumbing as a modern service brand with room to grow, building on the trust the business had already earned.

The idea of ‘going the Xtra mile’ became the main idea that led to the brand naming change from 000 Plumbing to Xtra Plumbing. It also provided the common thread that ties the brand identity together across all of its communications. This central theme informs the brand’s tone of voice, supports the service experience, and gives the brand a simple and memorable way to express the extra care that the business is known for.

Because a rebrand is an investment in the future, the brand identity was built with growth in mind. While Xtra Plumbing operates as a plumbing business today, the system is designed to extend naturally into broader service offerings under the planned brand architecture of Xtra Group further down the track.

Brand Repositioning

For the rebrand, Percept developed a new brand identity based on a strategic brand repositioning.

Xtra Plumbing is a modern trade brand that pairs technical expertise with a genuine commitment to service. It brings a more considered, customer-focused presence
to a category often defined by convention, balancing professionalism with the warmth and trust of a local business.

‘The Xtra Mile, Every Time’ captures that intent in a simple, memorable way. 
More than a tagline, it reflects the care, responsiveness and attention to detail that shape the customer experience.

Brand Identity

The brand identity system takes its cues from contemporary architecture and modern residential environments, creating a calm, considered visual language built to last.

The crafted wordmark uses softened geometric forms to convey professionalism without rigidity. Precise yet approachable, it reflects the balance between technical expertise and genuine service. The standalone X brandmark provides a distinctive shorthand for the brand identity, alluding to movement, progression and going beyond expectations.

A brand colour palette of muted neutrals and soft stone tones draws from natural materials, creating a grounded presence that contrasts traditional trade branding, providing clear differentiation and a feeling of confidence. Graphic devices built from grids, circular forms and fine linework reference hidden plumbing systems, while subtle blur treatments symbolise focus, clarity and precision.

A modern photography style balances their technical expertise with genuine warmth, positioning the brand for premium home renovation services rather than reactive trade work. The website design extends these principles into a clear, intuitive experience that balances credibility with usability.

Across print, digital, signage and social, the brand identity that Percept developed remains consistent, flexible and easy to recognise, reinforcing a business that’s dependable, approachable and willing to go the extra mile.