Projects / Aquaforce Group

Brand Strategy & Identity · London, UK Packaging Design

Aquaforce Group — Brand Strategy & Rebranding

Company: Aquaforce Group

Aquaforce Group is a London-based multi-brand sanitaryware house, serving architects, developers, and designers across Europe and the Middle East. With 7 brands and offices in London, Dresden, Borgomanero and Dubai, the group has delivered premium bathroom solutions since 1963.

Redefining a Legacy with Global Impact

Omar Abbas led brand strategy, identity and rebranding for Aquaforce Group — full concept development, heritage research and umbrella brand architecture across the group's seven brands, including DueGi Rubinetterie. See the group overview for how the seven brands fit together. The rebranding strategy focused on sustainability, community-driven identity and the group's footprint across Italy, Germany, England and the UAE.

The new logo integrates water ripple, force and community elements to represent Aquaforce's commitment to clean design, environmental responsibility and long-standing partnerships. Every detail connects back to the group's legacy and future vision.

Project Overview & Role

Objectives

Redesign Aquaforce's brand identity to reflect its 1963 legacy, global community, and sustainable vision.

Key Contributions

→Led brand strategy, identity and full-scale rebranding for Aquaforce Group

→Conducted heritage research across the London, Dresden and Borgomanero offices

→Built the umbrella brand architecture holding all seven brands together

→Directed the bilingual web platform serving the UK, Europe and the GCC

The journey: presenting a 60-year-old group

The hardest part of this project was not drawing a logo. It was working out how to present a large, old, quietly successful manufacturing group — one that had been doing the right things for decades without ever telling anyone — in a way that feels simple, modern and true.

Research, investigation and heritage listening

Interviews with the founding families and factory teams, site visits in London, Dresden and Borgomanero, and six decades of catalogues, cartons and adverts collected and read — to ask what this company had actually been doing since 1963 that nobody outside could see.

Finding the strategic platform

Three things repeated in every conversation, in three languages: water, engineering strength, and long relationships with the people and towns around the factories. That triangle became the strategic platform — and later, literally, the logo.

Making heritage feel current

A 1963 company can present itself as a museum or as a modern group with deep roots. We chose the second: modern typography, calm colour, real photography, and the heritage line used as proof rather than decoration.

One story, seven brands

The final system lets each brand keep its own name, origin and audience while the group speaks once — the same mark, the same tone, the same promise, from a carton in Dubai to a billboard in London.

AQUAFORCE GROUP

What the logo means

The Aquaforce Group mark blends visual elements that capture the brand's essence — water, strength and unity. Each part of the symbol carries a distinct idea, and all three are readable in the same shape.

Mark application on packaging

Water ripple

The curved shapes on either side of the mark are water ripples — Aquaforce's focus on water and sanitation. Ripples carry the idea of continuous impact.

Force

The central structure formed where the curves meet is deliberately solid and dynamic — engineering strength, stability, and robust solutions at industrial scale.

Community

The mark also reads as people connected — long relationships with the towns, suppliers and teams around the factories, built over six decades.

The identity in the world

Aquaforce symbol: Mark application on packaging — Mark application on packaging

Aquaforce symbol: Designing better living with innovation and craft — Designing better living with innovation and craft

Sustainability meets modern architecture

Aquaforce symbol: Local insight, international scale — Local insight, international scale

One group, seven brands

Aquaforce Group is a multi-brand sanitaryware house. I built the umbrella brand that holds seven specialist names together across Italy, Germany, England and the UAE.

Italy

DueGi Rubinetterie

Italian-designed mixers and water-saving solutions.

Germany

Schmitt Armaturen

Durable sanitary solutions for commercial and project use.

England

Domus

Engineered sanitary ware for residential and commercial use.

England

Fordham

Cistern and flushing systems for residential and project applications.

Germany

Kylo

German-engineered bathroom and kitchen solutions.

London, UK

ahti interiors

Design-led bathroom collections for premium spaces.

United Arab Emirates

Allflex

Flexible plumbing systems for residential and industrial applications.

International footprint

Group operations run from four bases, with brand origins spanning Italy, Germany, England and the UAE — the identity system was built to hold that spread.

Group headquarters

London

Germany office

Dresden

Italy office

Borgomanero

Regional trading support

Dubai

Five capabilities, one connected programme

The umbrella positioning had to work commercially, not just visually. Every brand story was mapped onto the same five-part programme the group sells to distributors, contractors and developers.

Product development and customisation

Product selection, finishes, specifications and packaging tailored to each market and channel.

Brand identity and packaging

Brand systems, product naming, cartons, labels and sales materials as one connected experience.

Regulatory and compliance support

Documentation, certification and labelling for target markets, including SABER, SASO and UAE conformity.

Showroom and sales support

Display concepts, product presentations, launch materials, co-marketing and sales training.

After-sales and warranty support

Structured warranty processes, spare-parts planning and clear escalation routes.

Finishes

The same range across the group's product lines, available in six standard finishes.

Chrome

Gold

Champagne Gold

Brushed Nickel

Gun Metal

Matte Black

Web Design & Digital Experience

From brand system to live platform

The identity work carried straight into a bilingual, multi-brand website serving distributors, contractors and developers across the UK, Europe and the GCC. Every brand, market and audience segment got its own path through the site.

EN / AR toggle

Bilingual navigation for UK and GCC audiences.

7-brand architecture

Individual pages for DueGi Rubinetterie, Schmitt Armaturen, Domus, Fordham, Kylo, ahti interiors and Allflex under one portfolio structure.

Market compliance pages

Dedicated Saudi Arabia and UAE pages covering SABER, SASO, MOIAT and ECAS documentation requirements.

Audience-segmented CTAs

Distinct calls to action for distributors, contractors and developers rather than one generic contact form.

Live site in development

Social responsibility, made visible

The group had been practising responsibility long before it was a marketing category — water-saving products, stable local employment, long supplier relationships and products built to outlast fashion.

Water saving as product policy

Flow-limited mixers and low-consumption cisterns were already core to the range. We moved them from a technical footnote to the front of the story.

Long supplier relationships

Stable local employment and long supplier relationships in Italy, Germany and the UK, given a visual home instead of being left in a PDF.

Responsible manufacturing

Certification and compliance work (SABER, SASO, UAE conformity) framed as accountability to the customer.

Built to last

Longevity is the quietest form of sustainability. Warranty, spare parts and after-sales became a public part of the brand promise.

Strategic Leadership & Execution

Project Roadmapping

Designed and executed a clear, actionable roadmap to navigate development from inception to successful launch.

Cross-Functional Teamwork

Orchestrated collaboration across design, tech, and QA teams to ensure seamless project execution.

Resource Optimization

Allocated human and technical resources efficiently to keep progress on track and within budget.

Timely Delivery

Led the project to completion on schedule and within financial constraints, demonstrating high-level operational leadership.

Services

→Brand strategy

→Brand identity design

→Rebranding & positioning

→Messaging & tone of voice

→Packaging design

→Digital & web direction

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