Pavati water treatment is a water installation company that is dedicated to delivering their customers clean water. The design offered an opportunity to create a modern logo in an industry and region that is dominated by traditional design techniques. The modern trend of sans serif forms and minimal iconic elements is something that is often overlooked in small businesses marketing in the area where Pavati Water operates. Having noticed this, I thought it would be interesting to see how a modern design would operate in an environment dominated by tradition. I found that this design was successful in creating a fresh brand identity for the company. I also noticed how effective traditional design elements can go a long way in communicating the concept of time, implying that the company has been operating for a longer period.