Huvo is a fire and security solutions provider that prioritises safety, people, and support. Formerly Discount Fire Supplies, we rebranded the company to reflect its evolution beyond product supply—delivering expert guidance, technical support, and a customer-first approach.
What we did
Discovery
Brand Strategy
Brand Identity
Brand Positioning
The brand before
Huvo, formerly known as "Discount Fire Supplies," struggled with a significant stigma tied to the word "discounted," which posed a major challenge to their positioning. It was clear that a complete transformation was necessary—starting with a new name and a reimagined brand. To establish Huvo as the leading authority in fire and security expertise, we undertook a full-scale overhaul of their identity.
Project goals
Shift perception
Shift their brand perception by highlighting their expertise, people skills, and technical knowledge. Move beyond being seen as a ‘discounted box filler’ and showcase the value of exceptional service and support.
Create a functional identity
Design a brand identity that their team will be energised to use, highlighting its flexibility, adaptability, and effectiveness in internal communications and applications. This should also encourage innovative and creative uses of the brand.
Better present their products
Develop a visual brand style that more effectively communicates their products, categories and services while adding value to the overall brand experience.
Bring people into the brand
Elevate their brand by highlighting people and customers with authentic, people-centered imagery and a customer-focused direction, all delivered with a friendly and reassuring tone.
Toward had a very personal and attentive service that ultimately gave us comfort throughout the journey. The depth and detail in every area of this exercise was remarkable and a real eye opener. It was clear that this wasn’t just a doodle, it was an art.
Nadim El-Hoss
Director, Huvo
Meet Huvo, the new voice in fire and security
We partnered with Huvo to shape their name, vision, and brand strategy—positioning them as the Human Voice of Fire & Security. Their new name became a catalyst for change, reflecting their ambition. Through discovery and strategy, we crafted a brand that positions them as the people-focused experts they aspire to be.
Not just a supplier, but a safety ally. A team that listens, understands, and puts customers first. More than selling—offering expert guidance to ensure lasting security.
A mark that's technical but human
Our goal for the Huvo brand mark was simplicity with purpose. With such a concise name, a refined logo felt natural. Each character was carefully crafted with custom curves, balancing technical precision with a human touch.
Using a single, consistent logo strengthens recognition and minimises the risk of misapplication.
Bringing the Huvo voice to life
A key focus of the brand was crafting messaging and a strong hook that clearly positions Huvo in their market. We developed a new strapline that blends their expertise with confidence, all delivered through a human voice.
Product categorisation
We designed the brand system to be simple, intuitive, and easy to use, with a strong focus on making product categories both clear and visually engaging. Huvo supplies a vast range of products, but their previous brand struggled with inconsistent colour use and categorisation.
To solve this, we created a bespoke icon set that seamlessly aligns with the brand’s identity. Each icon reflects the curves and forms of the brand mark, ensuring a cohesive, recognisable, and visually consistent system.
Framing products
As a supplier of many products, Huvo had limited control over their presentation—much like Amazon, where diverse products must fit within a standard interface. Our challenge was to develop a visual approach that not only made their products look compelling but was also practical for their team to implement consistently.
From purchase to delivery
The website is a crucial touchpoint for Huvo, as a leading supplier of fire and security safety products. It was essential for us to bring their vision to life and reimagine what their website could achieve. By simplifying product navigation, enhancing the hierarchy of information, and adding improved visual appeal, we created a more intuitive and brand-focused shopping experience. Subtle yet distinct brand elements were woven into the design, making the website unmistakably Huvo and positioning them as the industry leader.
We set out to create a brand that was simple to implement across all touchpoints while enhancing user interaction. The design system prioritised function over form, with simplicity at its core.
Dave Griffiths
Senior Designer
We couldn’t be happier with the final result and are extremely excited about the upcoming launch. To have a brand that aligns with our values and services is what we needed to progress on to the next level, it feels like we have com so far but yet it’s only the beginning. Watch this space!
Tariq El-hoss
Director, Huvo
