The new identity has been designed to appeal to modern homeowners, with the aim of beefing up sales in the unvented cylinder market.
Before developing the consumer brand identity, Heatrae Sadia invested in a research programme involving plumbers and consumers. This research explored the water heating market and the current decision making process behind choosing a hot water system.
Other studies suggested that 94% of all central heating products are distributed through plumbers and builders' merchant, and Heatrae Sadia's research supports this.
Plumbers and heating installers remain the major, if not the only, influencer in the decision-making process – with homeowners relying on them for advice on both the type of system and brand.
Heatrae Sadia's research also found that consumers are becoming more interested in water heating systems, and are seeking out their own information on the technologies and products that are available.
Jon Cockburn, head of marketing at Heatrae Sadia, said: "Over recent years the UK has seen increased demand for mains pressure hot water, in line with consumer demand for powerful showers and fast filling baths.
"Unvented cylinders are a popular choice – but we know there is still untapped potential.
"We want to encourage homeowners to consider unvented systems, which will present installers with many new opportunities."
Alongside the new identity, the company has developed a consumer-friendly dedicated website and new literature, which installers, specifiers and developers can use when selling Megaflo HE.