Brand Identity for SCANA Energy
Landor made SCANA Energy's bear family the centre of a warmer service-led identity for Georgia's gas market.
Landor repositioned SCANA Energy around the emotional value of warm, reliable customer service in Georgia's undifferentiated gas market. The refreshed Big Bear Energy identity elevates its beloved bear mascots through a warmer visual and verbal system, including bespoke typography, home-centred illustrations, and flame-inspired colours.
Insights
- Georgia gas providers sell the same product through the same delivery network, so Landor based SCANA Energy's differentiation on its stronger customer-service reputation.
- Gas that warms your home with service that warms your soul moves the brand from a commodity price claim to an emotional and operational role around home.
- Distinctive-asset testing supported keeping Linda, Harry and the cubs; Big Bear Energy elevates familiar mascots instead of discarding recognition for novelty.
- Rounded forms, a custom wordmark, an unnamed bespoke type family and flame-inspired colors extend the bears' warmth across digital, billing and customer communications.
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