The initial Sunly brand was created in 2019, and it effectively reflected what the company needed at that time and where it originated from. As Sunly’s ambitions have grown bolder and the desire to become a game-changer in the energy industry has intensified, it became clear that Sunly needed a new outlook. Goal was Sunly to have a more distinctive presence when collaborating with communities, fostering closer connections with customers in Sunly’s retail business, and being recognizable at the sector where the competition is high.
Sunly’s new brand is built on its existing core values: Courage, Curiosity, and Synergy. Over a six-month period, Sunly gathered its key stakeholders and, with the help of Miltton New Nordics, put together an extensive brand brief. This served as the foundation for the creative agency Velvet. Together with the founders, the brand team, and Velvet, different brand stories were crafted to discover what resonates best with Sunly.
Based on these discussions and extensive market analysis a rebel with a caring heart was born! Sunly’s rebel traits – courage, determination and directness – are reflected in our messaging and visual style. Sunly challenges the greenwashing and empty promises of competitors without attacking or denigrating them. Instead, Sunly delivers on promises, offering relief in energy prices and availability while benefiting all parties involved. This reflects Sunly’s Caregiver traits. Rebel is disruptive and courageous, but at the same time cares for the ones she fights for.
Priit Lepasepp, co-founder and CEO of Sunly explained that Sunly’s journey over the past five years has been incredible, filled with growth and change. With new brand, Sunly is not just keeping up with the industry – it's shaping its future. “Sunly’s rebranding shows our commitment to making a positive impact and working closely with our partners, communities, and customers to build a sustainable future together. We're excited to embark on this next chapter and continue pushing the boundaries of what's possible,” said Lepasepp.
Martin Kruus, co-founder and chairman of the board highlighted that this rebrand is more than just a visual change - it represents Sunly’s commitment to innovative solutions. “By reflecting on our history, we understand the importance of staying ahead and embracing change in a rapidly evolving industry. We believe this new identity will not only set us apart but also strengthen our relationships with customers, partners, and communities as we navigate the future together," said Kruus.
The main elements of new Sunly brand include a new logo, bold colour palette, updated typography, a modernized website, and a cohesive visual identity system with icons. Sunly also introduced a new tagline “Energy, but renewable” together with strong messages that reflect Sunly's rebel nature at its best.
Selle projekti partnerid olid Miltton New Nordics ja loovagentuur Velvet.