AquaPure Product Development

Aquapure – Identity Design Project (GD 466)

In my Identity Design course (GD 466), I had the opportunity to develop a brand identity from the ground up. Given the freedom to create a new business or rebrand an existing one, I conceptualized Aquapure, a sustainable water bottle company dedicated to providing high-quality, purified water while prioritizing environmental responsibility.

Aquapure was set to be founded in the early 2000s with the mission of improving the lives of its customers and reducing plastic waste. Unlike traditional bottled water brands, Aquapure uses 100% recycled materials—primarily polyethylene terephthalate (PET) and High-Density Polyethylene (HDPE)—to manufacture its bottles, ensuring durability, safety, and environmental sustainability. These materials are resistant to chemicals, acids, detergents, and cleaning solutions, making them the ideal choice for long-term food and beverage storage.

By focusing on sustainability, Aquapure aims to increase the recycling rate of PET plastics, which currently stands at 29.1% according to the EPA. Over the past 10 to 12 years, the company has transitioned to using 100% recycled materials, making its bottles lightweight, reusable, and easy to recycle. With a range of purified and flavored water options, Aquapure seeks to offer a convenient, eco-friendly alternative to aluminum and glass packaging.

Brand Identity & Design Execution

This project included multiple design components that contributed to the overall brand identity and marketing strategy. The initial branding assets included:

  • Business Letterhead

  • Business Card

  • Envelope Design

  • Logo & Color Palette Development

As the class progressed, I conducted in-depth research into branding, consumer trust, and sustainable packaging, allowing me to refine the visual and conceptual elements of Aquapure. The identity design extended to:

  • Brochure Design – Educating consumers about Aquapure’s mission, sustainability efforts, and product benefits.

  • Print & Digital Advertisements – Including posters, billboards, and online promotional designs to establish brand awareness.

  • Website Homepage Design – A visually engaging online presence to introduce Aquapure’s mission and product offerings.

Product Design & Revision Process

One of the key components of this project was product packaging design, which I initially created using mockups. However, after further refinement and critique, I redesigned the packaging to better align with the brand’s aesthetics and values. This revision process demonstrates my ability to critically evaluate my work, apply constructive feedback, and enhance the final outcome to ensure consistency across all branding materials.

Beyond the Product – Community Engagement & Sustainability Efforts

Aquapure isn’t just a product—it’s a movement. In addition to its commitment to sustainable packaging, the brand fosters environmental consciousness through:

  • Community Clean-up Initiatives – Encouraging customers and volunteers to participate in reducing plastic waste.

  • Social Media Engagement – Raising awareness about sustainability, recycling, and responsible consumption.

  • Partnerships with Local Organizations – Collaborating with eco-friendly initiatives to make a greater impact.

In promoting this conceptualized brand, choosing Aquapure means more than just purchasing water—it’s about supporting a company prioritizing integrity, sustainability, and a healthier planet.

Final Reflection

This project exemplifies my ability to conceptualize, research, design, and refine a fully developed brand from the ground up. From identity design to marketing execution, Aquapure represents my branding, packaging, digital and print media skills and sustainable design solutions. Reworking the product packaging design further highlights my ability to analyze, adapt, and improve my designs to create a polished, professional outcome.

This project is a key addition to my portfolio, showcasing my creative abilities and expertise in graphic design, branding, and environmental consciousness within product marketing.