For most of us, a day spent lounging by the pool or on a tropical beach conjures images of rest and relaxation. Add daring toddlers and infants to the mix and you have a rather different scenario.

Our clients, Dan & Katy were intimately familiar with this situation. As parents who love spending time in the water with their young children, they were on a mission to turn a chaotic day at the pool into a carefree affair with their brand, Aquaroo.

They approached us with a simple logo and a prototype of their revolutionary product – a neoprene baby carrier designed for the water. Over the following months we helped to set a foundation for Dan & Katy to launch and grow their innovative, direct-to-consumer brand.

The primary objective was to communicate the ease and peace of mind that Aquaroo provides families who love swimming and playing in the water. It was also critical that this unique brand didn’t get lost in the sea of derivative baby products. Together, we agreed on a somewhat unconventional approach. We targeted the parents over the infant and kept the fun positive feeling of a family at the pool. Leading with playful illustrations and a strong graphic system, we supported the fun with bright, lifestyle photography of real families.

By using a portion of the deconstructed logomark we designed a set of patterns, background graphics, and visual markers to create cohesion as we built out the brand’s physical and digital applications.

Custom illustrations can be found across the entire brand – from instruction manual, to website headers, to printed collateral. This is not only an effective differentiator against the photo-heavy competition, but also allows a potential customer to place themselves in the aspirational scenarios made possible by Aquaroo.

We rounded out the system with bright and joyful lifestyle photography and video, bringing clarity to the product proposition.

Aquaroo begins its journey with a distinct brand toolkit, built to grow as the company continues to solve swimtime challenges for families. We can’t wait to see you at the pool!