Eureka Forbes’ Aquaguard unveils new visual identity

Identity designed by Bombay Design Centre

Feb 18, 2021 04:14:00 AM | Article | Campaign India Team

After recently unveiling a new visual identity, Eureka Forbes has now rolled out a fresh look for its flagship water purifier brand, Aquaguard. With this, the three-decade-old brand aims to carve a niche into new-age consumers’ lives and households. The brand rehaul comprised multiple teams from Eureka Forbes, Aquaguard, Bombay Design Centre, and other agency partners.
Bombay Design Centre leveraged consumers’ age-old association with Aquaguard and drinking water, and conceptualised a water droplet as the key element that holds together consumers’ brand association and modern values. Further, the agency created a logo with a hidden meaning using a customised typeface that imaginatively embeds the droplet into the brand name.
Shashank Sinha, chief transformation officer, Eureka Forbes said, “We are committed to our consumers’ health and wholesome lives. Eureka Forbes constantly believes in reinventing itself with the times, and believes the same for all its brands. The foundation of our brand is to use technological-based innovations to improve lives. The new brand identity needed to bring out our progress in a way that fits the modern context. Bombay Design Centre understood this and crafted an identity that reflects the modern consumer’s lifestyle perfectly.”
Sameer Wanchoo, CMO, Eureka Forbes, said, “We were looking at Eureka Forbes’ and Aquaguard’s new visual identities as a way to communicate the technological advancements our products have brought to the modern consumer. Aquaguard has gone from strength to strength over each decade, and the identity needed to reflect this natural progression. Bombay Design Centre really understood our challenge and helped us create a new look that is modern and edgy, yet simple and minimal.”
Ankur Rander, CEO, Bombay Design Centre said, “Rehauling a large brand’s identity is a bigger challenge than it was a few years ago, thanks to the sheer number of touchpoints the brand will be visible in. And the brand needs to look perfect on each. A market leader’s identity rehaul is always interesting, especially when the brands are Eureka Forbes and Aquaguard – a household name for years now. Our work gives the brand a unique identity, yet retains all that’s familiar about it through the years. We wanted to infuse freshness into the brand’s image without losing the essence of its legacy. Eureka Forbes and Aquaguard are constantly evolving, and we believe we have portrayed this evolution successfully.”
Client: Eureka Forbes
Chief transformation officer: Shashank Sinha
Chief marketing officer: Sameer Wanchoo
Design director: Ankur Rander
Head of business: Siddhesh Pednekar
Sr. designers: Shushank Suratkal, Nidhin Nair
Sr. content designer: Parth Mistry
Designer: Chaitra Poojary
Account manager: Sneha Bose