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The Creative Bar

Aquamor branding portal

All assets and branding information

Brand Identity

Who We Are

Brand Personality

What We Say

Brand Style

How We Look

Brand Identity

Where our brand is perceived in the mind of the target audience relative to their preferences, the competition, and prevailing marketplace conditions are key to a successful brand. In this chapter, our brand position will take shape.

Consumer Typologies

As you journey across the globe, you gain insights into the rich tapestry of consumer behaviors and attitudes related to water filtration and purification. Consumer Typologies provide us with the ability to classify consumers into distinct groups based on their preferences and behaviors in the realm of water filtration, specifically relevant to Aquamor’s products and services. These classifications are grouped into five key typologies, aligning with Aquamor’s mission to provide cutting-edge water filtration solutions. This approach empowers us to develop tailored products and services that cater to the unique needs and preferences of these different groups, ensuring that Aquamor remains at the forefront of the water filtration industry.

Purchaser
Researcher
B2B Buyer
Food Services
OEM

CONNECTING TO OUR CONSUMER

Understanding the driving forces behind consumer behavior allows Aquamor to establish a profound connection with its audience, fostering a sense of loyalty. By intertwining the value of our brand with consumer motivations, Aquamor not only enhances its relevance but also cultivates authenticity and trust. This alignment ensures that every interaction, product, and communication strategy reflects a genuine understanding of consumer needs, ultimately solidifying Aquamor’s position as a trusted provider in the market.

Brand Values

Convenience

Effectiveness

Credibility

CONSUMER MOTIVATIONS

Readily available in store or online. Large orders shipped in full/on time

Higher standard of effectiveness, superior made US product

Hold positions on multiple industry boards, committees, and research foundations

Brand Position Statement

Aquamor, the leader of innovative and premium water filtration systems, is dedicated to providing reliable, certified, and customized water solutions for both businesses and consumers. A specialized team of professionals hold positions on various industry boards, committees, and research foundations to help guide the industry through ever- evolving rules and regulations while staying ahead of shifts in water standards. With a strong passion for educating customers on these developing regulations, Aquamor promotes innovation and advocates for new technology leading to better long-term performance while saving time and money. This dedication combined with Aquamor’s commitment to resources and industry improvements results in the creation of unprecedented and consistent products tailored to meet the needs of businesses and consumers nationwide.

Brand Archetypes

People have personalities. Brands have personalities. If you want to do good business by building a successful brand, you must be skillful about matching your market with your brand. As both a face and a function, archetypes reveal how a brand shows up in the world, how it is motivated and what triggers it. Very simply, archetypes can facilitate the understanding of a brand, and identify why it attracts certain customers. You then attract those customers when your brand is congruent with an archetype that is either dominant or emerging in their consciousness.

Who We Are

Citizen

The Citizen is driven by a deeply instilled sense of personal integrity, fairness, equity, and responsibility to the community. This archetype’s identity is shaped by the experience of being a peer rather than a subject or ruler. The Citizen believes in and works to manifest values that are higher than profit or individual gain. Meaning is found in the personal sense of alignment between beliefs and action. Seeing the value in the collective, the Citizen trusts in the inherent good of human beings to contribute positively to society.

What We Do

Entrepreneur

The Entrepreneur dreams up ideas and commits to turn them into reality. Known as an idea generator, the Entrepreneur is typically achievement oriented. This archetype presents as ambitious, self-assured and decisive, with strong desires to compete, obtain information and differentiate from the crowd. Behaviors stem from an “outside-in” perspective that seeks opportunities that can be satisfied, improved, or leveraged. The Entrepreneur does not take direction well, is fiercely independent and has been called “Type A” because of its adrenaline addiction.

What We Do

Hero

The Hero acts to redeem society by overcoming great odds in service to successfully completing extraordinary acts of strength, courage and goodness. The Hero is admired by those who appreciate the self-sacrifice, stamina and courage required to triumph over adversity and evil. As a continuous learner, the Hero seeks to understand the inner life force and fullest expression of self, while coping with difficulty, meeting strange fates and facing shifting challenges. The essence of the Hero lies in the sacrifice required to achieve the goal of transformation.

How We Do It

Care Giver

The one-word description for the Caregiver is altruism: the unselfish concern and/ or devotion to nurture and care for others. This archetype is motivated to provide reassurance, service, advice, listening and an open heart to support the welfare of others. The Caregiver is compassionate, generous, efficient, self-sacrificing, patient, highly competent and an excellent multitasker. Able to find the silver lining in any cloud, the Caregiver remains calm in a crisis, makes friends with everyone, and radiates the lightness of optimism.

Aquamor Tagline

Clean Water. Clear Dedication.

Brand Persona

As a supplier of premium water filtration systems, Aquamor prides itself in delivering dependable, safety-compliant, and tailored water solutions to meet the needs of both businesses and consumers. By actively shaping the industry’s response to evolving regulations and utilizing our experts’ roles on industry boards, we address distinctive needs rather than adhering to a one-size-fits-all approach. This, coupled with our commitment to innovation and new technologies, further enhances our ability to formulate solutions effectively. Our dedication to providing resources and making industry improvements sets Aquamor apart as more than just a water filtration company, but a true leader in the creation of unmatched and trustworthy products.

Brand Writing

Capturing Aquamor’s personality in our marketing communications allows the audience (Customers, Competitors, Suppliers, etc.) another means of recognizing our brand. The personality of our products and our services should be captured in the words, imagery and graphic treatments we use in all of our marketing for Aquamor. This chapter focuses on the written components, including keywords (what we say), tone and manner (how we say it), and writing tips to maximize impact.

Keywords

dedicated: devoted to a task or purpose

reliable: consistently good in quality or performance

certified: our products which are certified to the highest levels of industry standards

specialized: requiring or involving detailed and specific knowledge or training

guide: a person who advises or shows the way to others

standards: a level of quality or attainment

innovation: a new method, idea, or product

advocates: a person who publicly supports or recommends a particular cause or policy

resources: assets that can be drawn on by the person or organization in order to function regularly

unprecedented: never done or known before

tailored: make or adapt for a particular purpose or person

Tone & Manner

If Aquamor is truly a solution-based company that prides itself on ingenuity and expertise to address water filtration challenges for both consumer or commercial clients, then our message must be in alignment with those characteristics.

Good: Our water filtration products are thoroughly tested and meet rigorous safety standards and compliance requirements.

Better: We offer a diverse range of water filtration systems specifically crafted to meet stringent safety standards. Each system undergoes thorough in-house testing procedures to guarantee compliance with regulatory requirements and industry best practices. Our commitment to a quality product ensures that our solutions not only fulfill but exceed your unique filtration needs, providing peace of mind and a consistent performance.

Good: As the water filtration manufacturer, we offer a seamless transfer of certifications, providing inherited credibility to your [OEM] products.

Better: As a top water filtration manufacturer, we seamlessly transfer our certifications to your OEM products. This means inheriting our credibility, backed by our industry leading standards and in-house testing. With our filtration solutions, you deliver products that meet and exceed customer expectations, gaining a competitive edge in the market.

Brand Assets

The preferred Aquamor logo is the full-color version combining the Aquamor colors specified in the following pages. Additionally, the A icon should be used for stamping, seals, and social media icons. Different media and printing specifications require different interpretations of the logotype colors.

Download Assets
Colors
Pantone 301 C

CMYK: 100/44/0/47
RGB: 0/75/135
Hex: 004B87

Pantone 660 C

CMYK: 68/37/0/21
RGB: 64/126/201
Hex: 407EC9

White

CMYK: 0/0/0/0
RGB: 255/255/255
Hex: FFFFFF

Pantone Black C

CMYK: 0/9/16/82
RGB: 45/41/38
Hex: 2D2926

Logos

The preferred Aquamor logo is the full-color version combining the Aquamor colors specified in the following pages. Additionally, the A icon should be used for stamping, seals, and social media icons.

Typography

Aa

Montserrat Bold/Light

Use: Headlines first line bold, second line light
Size: Contingent on available space
Recommended Leading: 5 less than text size
Recommended Case: All Caps
Color: PANTONE 301 C

Aa

Montserrat Bold

Use: Headlines first line bold, second line light
Size: Contingent on available space
Recommended Leading: 5 less than text size
Recommended Case: All Caps
Color: PANTONE 301 C

Aa

Bookmania Regular

Use: Body copy
Size: Contingent on available space
Recommended Leading: 6 more than text size
Recommended Case: All Caps
Color: PANTONE Black C

Photography

Brand Assets

Branding Guide

Business Cards

Brochures

Photography

Social Assets

Videos

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