Aqualine branding

We were fortunate enough to manage the rebrand for one of New Zealand's largest plumbing merchant suppliers, Aqualine. The challenge when rebranding such a well-known and iconic company was maintaining the relationship with an existing and loyal customer base, and making sure the company's brand remains recognisable as they move forward.

The existing Aqualine logo was looking a bit dated but was still very recognisable and bold. Our challenge was to create a new mark that would bring a fresh new look to the brand and at the same time create something that would be just as tangible and easily recognised.
We experimented with several different marks and logo types with some shown below. With these we were trying to capture the essence of the brand and accomplish our goal of producing something as clear and as bold as their previous logo.
In parallel with the logo design we developed a suite of icons which designate product categories within the Aqualine range. These logos fit nicely alongside the new Aqualine logo and also with each other but at the same time give each category it's own distinctive mark.
We also proposed a unique set of brand guidelines. The brand guidelines book was presented in a metal case along with a spanner which worked as a quick guide to the brand with the brand colours and a minimum logo width printed on. The spanner of course was appropriate to the Aqualine market.
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