Rare Breed Plumbing

Charging Forward on the Power of Story

Some of the most powerful brands start with a compelling personal story, one brought to life through a memorable name and visual identity. These brands create an immediate connection that gives them a distinct edge over traditional name- or location-based brands. Rare Breed Plumbing of Utah was originally operating under a personal name, Lundberg, that lacked that built-in promise and “stickiness”—and which unintentionally made the company seem smaller and less established. Realizing the name wasn’t going to take them where they wanted to go, they set out to create something more professional, scalable and recognizable.

During the rebranding process, the owner, Court, shared his story of growing up on a bison farm, where he learned firsthand the importance of hard work and doing things right the first time. “If you cut a corner putting up a fence,” he explained, “they will get out, and often the only way to contain the situation is to put the animal down. There was no room for error.” That same no-compromise mindset carried over into his approach to the plumbing trade. Inspired by this background, we developed the Rare Breed name, a bold bison logo and the tagline “The Herd You Can Trust”—a coherent identity that embodies the company’s unwavering commitment to quality. We then worked with Court on additional materials to help establish his positioning and brand voice. Today, the Rare Breed brand promise is front and center across their website and marketing collateral with a consistent message and personality.

Armed with a distinctive new brand, optimized print materials and eye-catching vehicle wraps and uniforms, Rare Breed Plumbing saw a $1.1M increase in revenue—56% growth—in their first year post-rebrand. The momentum continued into year two with an additional $2.1M increase, representing 86% growth. Their standout brand has also made them a magnet for talent, consistently generating 2-3 employee interviews each week. Now, they’re building on that success with plans to expand into heating, air and eventually electrical services. Rare Breed is proof that when you leverage your unique strengths to stand apart from the herd, growth follows.