Mr. Steam is one of the leading manufacturers of steam baths, saunas, and towel warmers in North America. While their product design was at the top of their industry, their image was lagging behind.
We reconceptualized their corporate ID around the luxury market the company aspired to. Rather than pick up on the product name, Mr. Steam, we focused the brand's essence on visions of luscious beauty in ethereal settings.
Powerful imagery was crucial in this; RDA engaged photographer Bill Phelps; selected the most charismatic model from 50 applicants; and carefully art directed the shoot. The new identity, catalogues, packaging, and ad campaign dramatically transformed and rejuvenated the brand's personality.