PureAquatics

Brand Identity, Social Media & Web Design

Year:

2023

Category:

Brand Identity, Social Media & Web Design

Client:

PureAquatics

Project Overview

PureAquatics is a premium aquarium brand who design, install, and maintain unique fish tanks for private and commercial spaces. Established in 2016 by CEO Rob Vivian, the company operated as a separate venture for many years and therefore the brand wasn’t afforded the care and attention it deserved. In 2023, Rob dedicated himself fully to growing PureAquatics, and decided to work with Aspect Studio to completely overhaul their identity and craft something that captured his love for the animal world and the high-end service PureAquatics deliver to their clients.

Following the completion of the brand identity project, PureAquatics further commissioned Aspect Studio to build them a brand new website, and employed the studio on a retainer basis to create monthly digital content.

Our Approach

Our main goal with this project was to design a brand that felt as unique as the service PureAquatics offer. We wanted to build an identity that felt as refined and considered as the aquariums themselves, appealing to both residential and corporate customers alike, whilst ensuring the suite of assets had proper flexibility and durability to be applied across all of the brands touchpoints.

Drawing inspiration from Japanese design - a personal passion of the founders and a culture long associated with fish and aquatic symbolism - we explored multiple directions and ultimately agreed on a minimalist approach. The aquariums that PureAquatics provide are artworks in themselves, and we really wanted the new brand to emphasise that, not detract from it - the tanks are the stars of the show.

the outcome

After experimenting with a variety of designs and bouncing off the expert team to ensure our work felt truly reflective of them, we settled on a single-line letter ‘P’ to represent the company name, with the counter space inside turned into a stylised fish illustration. The simple yet distinctive mark embodies quiet luxury and clarity, positioning PureAquatics as a brand that blends craftsmanship, culture, and contemporary design.

We wanted the typography to follow the same clean and minimal styling but with an air of trust and authority, so chose with the Avenir family as the primary typeface. With its structured and clean sans-serif letterforms, it perfectly captures the professionalism of the team whilst telling customers “you can trust us with your livestock”.

Following in that same vein of trust, we paired a warm copper with a deep blue-black for the brands primary colour palette, supported by a bright off-white and a vibrant violet blue to bring out the personality of the brand and the knowledge and care of the team behind it.

A key consideration for the new identity was the amount of brand applications that were going to be required. The new identity needed to be applied everywhere, from office signage to van graphics, from social posts to fish food labels, and virtually everywhere in between. To ensure the brand was prepared, we created multiple versatile logo layouts, vertical and horizontal logo stacks, and custom iconography ready to be sent directly to printers and suppliers.

What resulted is a considered and flexible identity that mirrors the premium quality of both PureAquatics products and their customer service. The brands adaptability guarantees consistent recognition across every platform, and translated into a professionally designed and maintain website that brings the brand to life and ensures every interaction is seamless.