Enterprise Rebrand
Country Base: Taiwan
Industry/Sector/Keywords: Water, Pump, Industrial, HVAC, Engineering, Innovation

Below: Before and After Images in Slide Show, Video, Summary, Credits

Industry Setting

Founded in 1967, WALRUS PUMP is a leading brand in Taiwan. It has been in the design and development, manufacturing, and sales of water pumps for 55 years. The products are sold in more than 100 countries in the world, providing the best quality water in the market.


To expand to more international markets, WALRUS PUMP must have a complete brand identity system, design applications and guidelines. However, the existing tools were insufficient, and there was no consensus for its brand strategy basis, making it difficult to apply to and manage multinational brand communication.


We conducted research and analyses, and held strategy workshops, extracting Better Life Through Innovation as the brand essence. To reverse the rigid image of the B2B industry, the identity uses bright colors and dynamic ocean currents to convey the energetic feeling, and the mascot created is to represent its emotional traits.


After the rebranding, WALRUS has prepared for an IPO, flagship plant construction, and employer branding. The number of employees is expected to increase by 10% by the end of this year. After the plant is opened, the number of employees is expected to increase by another 25% to 50%, deploying for the global markets.


Client: WALRUS PUMP Co., Ltd: walruspump.com

Chairman: Raymond Huang
General Manager: Amy Huang

Walrus Pump Linkedin
Walrus Pump Facebook

Brand Strategists/Designers: Process Ltd. (Taipei) – process-group.com

Consulting Director: Jules Li
Creative Director: Xinhong Yeh
Senior Brand Designer: Eting Liao
Brand Designer: Yihsuan Chen
Motion Designer:: Yiru Huang
Brand Consultant: Kaiching Liu, Susan Chang
Business Development Director: Angel Yang