HL Hydronics was a Swedish engineering company with deep expertise in products for hydronic heating and cooling systems. It had ambitions beyond its existing markets, but its story, identity and systems had not kept pace.
Together with CEO Björn Lennartsson and the team, Tecken shaped what came next: Hydrun.
HL Hydronics was growing into more products and markets. We needed to get clear on what the company should stand for, why customers should choose it and what could hold it together.
Four choices shaped the direction: make the origin an asset, define a role beyond individual products, turn expertise into a way of behaving and find a name the company could grow into.
Production, product development and support had always been close in Töcksfors.
We made that local origin part of a position built to travel: Made in Töcksfors.
The products improve systems already in use, reducing the energy lost along the way.
That gave the company a role larger than any single product: Retain energy.
From consultants to installers, customers needed clear answers they could trust.
Know-how & Support became a principle for every customer interaction.
HL Hydronics described the field, but did little to distinguish the company.
Hydrun combines hydronics with movement. Short, distinctive and built to work across markets.
“Robin led the work from start to finish, adapting the process around the business. That allowed me to stay focused on running the company without the project losing pace.”
Björn Lennartsson
CEO, Hydrun®
Hydrun had the expertise of an established product company, but its identity did not yet carry the same weight. Before customers read a specification or spoke to sales, it needed to signal precision, quality and confidence.
The wordmark, product marks and Level made that expertise visible and gave the company a recognisable system it could strengthen over time.
Built from mechanical forms inspired by the products and the flow running through them.
If the wordmark looks adjustable with a pair of water pump pliers, it is probably doing its job.
The same forms produced a family of product marks: D for Degasser, P for Pressurisation and F for Filter Station.
Hydrun needed to be recognisable across products, plant rooms, trade shows, vehicles, documents and screens.
One colour, Water, and a Level that adapts to every format while remaining recognisably Hydrun.
When names, labels and documents follow different logics, a growing range becomes harder to sell, specify and maintain.
We brought 30+ products into one shared system, making the range easier to navigate and extend.
Hydrun now comes first, followed by a plain product name and shared code. The range became easier to browse, discuss and extend.
A modular label system makes products easy to tell apart while keeping the full range recognisably Hydrun.
Hydrun now manages templates, labels and manuals in-house, reducing dependencies and speeding up updates.
Hydrun’s know-how was easy to reach if you knew who to call. To grow without losing that proximity, more of it had to become available online, supported by product information the team could manage themselves.
The website, database and internal tools now work as one system, ready to expand with the product range and new markets.
Built from reusable parts, the site is ready to expand with new products, content and markets.
Within months of launch, a Swiss distributor got in touch about bringing Hydrun to the Alps.
Specifications, documents, guidance and direct access to an expert, in one place.
One source now feeds the website and internal tools, making product information easier to maintain as the range grows.
Hydrun Docs generates product sheets. Hydrun Share prepares images for publishing. Small tools bring recurring work in-house.
With the systems in place, the same direction carried into every physical encounter.
Sales material, specifications, manuals, trade shows and deliveries made Hydrun easier for partners, consultants and installers to recognise, understand and choose.
Hydrun was no longer a new identity being rolled out. It was a company showing up as one company.
The local expert now had a clearer position, a product range that was easier to navigate and systems the team could own and extend. Ready for more products, more markets and a larger role in its category.
Clarity
30+ products and every touchpoint in one design system.
Control
Product information and documents managed by the Hydrun team.
Engagement
In the first six months after launch, average engagement time was 4x that of the previous site.
Growth
Sales grew 30% in the six months after launch.
“As CEO and head of sales, I see customers move more quickly to a direct enquiry or order. The brand work has made it clearer what customers need and what we can offer. That means more enquiries and direct orders, less manual work and more time for customers and sales.”
Björn Lennartsson
CEO, Hydrun®
