Simpa, or Simple Appliances, targets young couples with new homes and those in the "middle income group". Grey Global Group's design subsidiary Wba created the new logo, based on the same blue and white colour scheme seen its products. David Lo, general manager at Wba, said: "The logo is a clean and clear typography which was employed to echo with its minimal, contemporary and practical brand character."
He added that the use of the colour blue and light blue delineated the solid background and professionalism of Towngas. "The upward pointing icon signifies that Simpa is a brand with continuous growth and improvement to enhance the power of the next generation and enrich people's lifestyle."
The launch of Simpa comes after Towngas, which is looking to diversify its business and move away from just gas sales, terminated its Blue Flame brand, targeted at the low-income group, according to Wba account executive Milk Chow. "We wanted to create a new image (for Towngas). Normally, it is in brown and can look old. The (Simpa) range comes in blue and white and we wanted to use this to show it's the next generation of products.
"We want to target a younger target market. Before it was mostly housewives. The image we want to show is that it is more creative. You can see this even in the details of the products, such as the buttons and switches."
