The task was to create a unique identity for the launch of a new low-budget brand in the industry sector of toilet facility solutions. An unusual name, which includes the brand promise and quickly communicates its unique selling proposition, was developed. In order to establish a strong image, the bold word mark characterises the suitable corporate design, which authentically communicates its claim: “EASY. EFFICIENT. AND GO”. The comprehensive identity concept includes the name, a modular claim-system, pictorial language, layout, and illustrative style.