Industry: Aquapac
A brand new direction
N
ot so long ago, the now defunct Design Council bestowed upon Aquapac – the waterproof casing
specialist – a grant to revamp the brand. Why? Aquapac doesn’t really know. Did it need it? At the time it didn’t think so.
So was the grant that wasn’t expected able to deliver what the brand didn’t think it needed? Aquapac was one of only a handful of companies selected by the Design Council to receive a brand overhaul.
Aquapac’s luck actually kicked in a few years earlier when it was one of the few British-based firms nationwide to garner a Millennium Product Award. The accolade heralded a new era for the brand; a slew of awards for innovation, among them two Queens Awards; a successful export strategy, including to the US; and, it suggests, recognition from the Design Council that led to it receiving the grant to rebrand.
Tim Turnbull, Aquapac managing director, says: “You can’t beat a pair of fresh eyes looking at your brand. Little things like the colour and style of our logo, which we thought did the job, has
actually greatly improved. “The team did a great deal of soul-
searching about our brand belief. What made us different to other brands? What did we really believe in? What made us tick? Why were we in business at all? “In a nutshell it
boiled down to a desire to help people to enjoy the great outdoors. By designing products that free you from having to worry about the elements we leave you able to immerse yourself both physically and spiritually in your chosen outdoor pursuit. It gave us a clear and concise brief to take to graphic designers and copywriters.
“We believe that the resulting logo, brand mark and strapline, ‘Immerse Yourself’, perfectly represent the ethos of Aquapac to our customer base, and will do so for a very long time to come. We have had nothing but positive feedback on all three. Initially I confess that I was sceptical about the idea of rebranding, but it didn’t take long to convince me that the process we would go through was even more important than the outcome, and it has without a shadow of a doubt been worth all the time and money we have invested in it.”
Whilst the product range still comprises some of the best waterproof protective kit around, its packaging has been revised too. From colourways to range content, from packaging to logo, all
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www.sgboutdoor.co.uk
Tim Turnbull, Aquapac managing director
Waterproof casing brand Aquapac shares its rebranding experience two years on.
have undergone a complete overhaul and the brands new strapline, ‘Immerse Yourself’, encapsulates everything the brand looks to stand for. In addition Aquapac has just finished its first year with Spring PR, the outdoor specialist PR agency, which has used its contacts in national broadsheet, lifestyle and outdoor media to raise awareness for the brand. The success of which, Aquapac believes, is evident at tradeshows, in the number of consumer enquiries and a general feeling that the public knows it’s out there.
Aquapac doesn’t know the precise reason why the Design Council selected them but Turnbull says: “Whatever the reason, we feel enormously grateful for the marketing boost which we intend to fully support going forward.”
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