Equator Design was commissioned by Danco to create Seventy - a contemporary lifestyle sub-brand that reimagines the shower as an act of renewal. Inspired by the purity of water, 70 percent of both body and Earth, Seventy elevates a traditionally functional product into a symbol of self-care, expressed through a serene identity, tactile packaging, and a cohesive e-commerce ecosystem that transforms hardware into a sensorial, design-led experience.
We became both strategist and creative partner, defining a new language of purity, performance, and well-being. The objective was to shift perception, from utility to desirability, by reimagining the shower not as a fixture, but as an experience that enriches both body and mind.
Our strategy centred on reframing the shower space through the lens of wellness and self-care. Seventy captures the essence of water as a life source - its 70% symbolism connecting body and Earth in perfect balance. We saw an opportunity to humanise a technical product category through emotional storytelling, soft minimalism, and tactile design. By introducing a brand with an ownable narrative and a serene aesthetic, we positioned Danco to bridge the gap between functional hardware and aspirational beauty. Every detail - from the name to the unboxing - was crafted to evoke calm, purity, and contemporary sophistication.
AGENCY: EQUATOR DESIGN
