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KEYWORDS
design, redesign, product development, apparel design, season collection, beach accessories, partial re-branding, colorways, pattern, creative direction, lifestyle brand
THE CLIENT
Aqua Maritime, Croatia
Y 2018-19
Y 2018-19
Aqua Beach Collection SS2019
DESIGN / PRODUCT DEVELOPMENT / CREATIVE DIRECTION
Aqua is a lifestyle brand with the concept of premium summer shops in classic Maritime style. The first shop was opened in 2002, in the small Croatian tourist town of Bol on the island of Brač. Aqua then had 49 stores in premium destinations on the Croatian coast and through the franchise model worldwide.
Due to the change in the ownership structure in 2018, the new owner started the empowerment of Aqua.
Due to the change in the ownership structure in 2018, the new owner started the empowerment of Aqua.
CONTEXT
Aqua Collection SS 2019 as a basis for stronger positioning within existing and new emerging markets. Make partial rebranding and expand the brand portfolio.
Find a substitution for color cyan, as the main color of the secondary palette which is not doing well on the market.
Find a substitution for color cyan, as the main color of the secondary palette which is not doing well on the market.
THE OBJECTIVE
Aqua is a consistent brand of maritime aesthetics and there was no need to change it radically, but only to upgrade it. Partial rebranding is made with the implementation of new brand elements and redefining color pallets which played more vividly with classic maritime style. Yellow accent details set a new standard for our classic maritime look. With mint green, Aqua stepped out from the standard blue palette in the direction of a more contemporary and refined brand appearance. Mint green, was applied to a diverse range of products in the Aqua Beach Collection. With a new design approach and product line extensions Aqua was renewed and refined.
THE SOLUTION
Colorways
defining colors
Mint Green
replacing cyan with mint in secondary palette
Stepping out from the blue palette with mint green as a core color in the secondary palette, Aqua moves in a new, more contemporary direction.
Ton is sophisticated and gender-free, applicable to a wide range of products.
Ton is sophisticated and gender-free, applicable to a wide range of products.
sunny yellow
NEW ACCENT COLOR
Sunny Yellow is the new signature brand color, a fully saturated intensive yellow hue.
Distinctive accent details in yellow, in contrast with core brand colors, make the new standard for the Aqua classic maritime look.
Distinctive accent details in yellow, in contrast with core brand colors, make the new standard for the Aqua classic maritime look.
STRIPES AND
SAIL PATTERN.
Navy, white,
and color pops.
SAIL PATTERN.
Navy, white,
and color pops.
Aqua Beach Towels
premium range of beach towels
The essence
of summer
and iconic
Aqua product
Over the years, Aqua beach towels earned a cult status, thanks to their enduring appeal of premium quality and classic design. With the new range of colors in the intensive blue spectrum, the accent yellow and mint green, the collection is more vivid and a refreshing update to the existing product line. These new colors are energetic and bold but also harmonic and elegant. Confirming Aqua Towel as the Beach Statement Piece.
