The following is a case study for a total redesign of AQUATECH’s packaging design system. AQUATECH has been the leader in underwater camera housings for over twenty years. Trusted by professional and amateur photographers alike. This project followed a company wide rebranding process. The design process included:
- Research of competitor's packaging
- Ideation and concept development
- Design, copywriting, and illustration
- Creation of a packaging system across 70+ products
- Implementation of a new company wide slogan "Your Camera. Anywhere."
AQUATECH’s previous packaging utilized many different styles without a clear system. Each design was a one off solution rather than being part of a holistic solution. This resulted in a confusing visual identity that belied the premium quality of the products.
The overarching goal was to create a system of packaging that was both visually striking and daringly simple, while adhering to AQUATECH’s brand archetype. This striking simplicity serves to both instill confidence in the consumer and allow AQUATECH to stand apart from competitors
Although AQUATECH manufacturers many different products they all fit into two categories: Water Housings and Water Housings accessories. With this in mind I created a simple two color system that instantly communicates whether a product is a Housing or an accessory.
A great open box experience is a crucial aspect of the packaging. Upon opening the box the consumer is greeted with a sleek line drawing of their product along with a QR Code that takes them to all necessary support material. Ensuring their experience is seamless and easy.
The new branding is allowed to shine uncluttered by photography or illustrations. While the new company slogan “Your Camera. Anywhere.” confidently supports AQUATECH’s core mission of unbounded creativity.
These visual elements introduced in AQUATECH’s packaging were also implemented across various other sectors of the business. Including website, social media, and corporate printed material, resulting in a unified brand message.