Maslen - Brand Identity

The Brief
Maslen's founder had built a strong reputation in plumbing and gas before stepping away for a few years. Returning to Perth ready to start fresh, he came to Studio Onya with one goal: build a brand that stands apart in a crowded, traditional market. His original trading name, MPG, was shelved early. Too many Perth businesses were using similar abbreviations. Simplifying to Maslen gave the brand a name distinctive enough to own.

The Challenge
The plumbing and gas industry rarely questions its own visual language: blocky type, droplet icons, high-contrast palettes, and an aesthetic that skews heavily masculine. It works for some, but it limits who you speak to.

Maslen's founder is approachable, calm, and the kind of tradesperson clients recommend to friends. The brand needed to reflect that. The challenge was stepping away from category conventions without losing credibility, and opening the door to a younger, long-term-minded audience.

The Approach

Naming & Positioning
Dropping MPG in favour of Maslen cleared the business from a cluttered space of trade abbreviations. The positioning focused on trust and personality: Maslen isn't just a service, it's a relationship built on reliability and the kind of work that earns referrals for years.

Logo & Brand Mark
No water droplets, no heavy iconography. The brand mark draws from a whirlpool, fluid and distinctive without being literal. The wordmark echoes a pipe system, letters connecting and flowing like a script font. Rounded, soft, considered.

Colour
Teal and orange. The teal brings calm and trust, the orange brings warmth. Together they feel contemporary and confident without being loud.

Photography
Clean, minimal, contemporary. Imagery that sits comfortably alongside a modern lifestyle brand, because that's the audience Maslen is speaking to.

The Result
A brand that looks and feels like the person behind it. By stepping away from the visual conventions of the category, Maslen earns trust before the first conversation and attracts exactly the kind of long-term clients the business was built to serve.