Generating Different Energy
Tas Gas has owned and operated gas infrastructure and retail services in Tasmania and regional Victoria for 20 years. But it wasn’t until early 2023 that they sought a licence to also become an electricity retailer – for the first time providing a true choice for Tasmanians. A new Tas Gas brand was needed to mark the change.
From the outset it was critical to understand local perceptions. Our insights gained across local engagement, semiotic analysis and an online community gave us the confidence to create an authentically Tasmanian challenger brand.
The new brand idea ‘Different energy’ led us to the name Solstice, an occasion where many locals strip down and dive into the frigid waters to celebrate the shortest day. It represents a real turning point. And in our case, the imminent arrival of something better.
Central to the fresh identity are the unmistakeable character portraits that represent Solstice’s customers and employees. These sit alongside the new brandmark which reimagines the iconic symbol for energy, creating a shorthand ‘S’ informed by the rounded form of the sun.
Solstice is an ambitious and exciting new brand in the Tasmanian market. A true challenger in the energy sector, it’s designed to empower Tasmanians with its very Different Energy.