NEW DELHI: 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.  

Eureka Forbes chief transformation officer Shashank Sinha 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.”    

Eureka Forbes CMO Sameer Wanchoo 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.”