CHALLENGE
Established in 1998, Aquage had maintained the same brand identity for over two decades. While the line remained beloved by its loyal customers aged 50–65, the team identified a critical opportunity to evolve and engage a younger audience.
Established in 1998, Aquage had maintained the same brand identity for over two decades. While the line remained beloved by its loyal customers aged 50–65, the team identified a critical opportunity to evolve and engage a younger audience.
SOLUTION
Built on sustainably sourced marine botanicals, the ocean is central to the Aquage story. To reintroduce this heritage with relevance and purpose, the brand set out to refresh its identity—celebrating its unique sea-based ingredients and deepening its commitment to ocean conservation through reduced plastic use. Partnering with Schoolhouse, a New York–based beauty branding agency, we embarked on a four-month exploration to define a renewed brand voice, modern strategic positioning, and updated logo designed to resonate with Millennial consumers. The in-house creative team then executed a 360° global rebrand across every touchpoint: new model imagery, 55-SKU Ocean Bound PCR packaging, merchandising, collateral, and digital presence.
Built on sustainably sourced marine botanicals, the ocean is central to the Aquage story. To reintroduce this heritage with relevance and purpose, the brand set out to refresh its identity—celebrating its unique sea-based ingredients and deepening its commitment to ocean conservation through reduced plastic use. Partnering with Schoolhouse, a New York–based beauty branding agency, we embarked on a four-month exploration to define a renewed brand voice, modern strategic positioning, and updated logo designed to resonate with Millennial consumers. The in-house creative team then executed a 360° global rebrand across every touchpoint: new model imagery, 55-SKU Ocean Bound PCR packaging, merchandising, collateral, and digital presence.
RESULT
The rebrand launched in January 2023 after a 10-month development period. Within nine months of launch, engagement among the target 25–45 audience had grown significantly, and sales as of September 2023 were up 20% year over year.
The rebrand launched in January 2023 after a 10-month development period. Within nine months of launch, engagement among the target 25–45 audience had grown significantly, and sales as of September 2023 were up 20% year over year.
Aquage Sizzle Video announcing the relaunch
Aquage Shopify Website with updated imagery, simplified navigation and focus on the product and their benefits
Consumer Launch eblasts
Sell-in video for sales presentations
ULTA Beauty Campaign – Endcap, Inline Shelf and 1/4 page Advertisement announcing the rebrand and new PCR packaging
Sustainable Store Display
Gift-with-Purchase Tote
Aquage Globally-compliant packaging mechanicals
Packaging - Before/After
BEFORE - Legacy Website
BEFORE - Legacy branding
