Projects Aquariums & aquascaping · 2023–2024

Univers Aquatique.

Brand strategy, identity, guidelines and website for Morocco’s home of European aquarium brands: from a pet-shop sign to an aquarium house, with a fish drawn from water.

The Univers Aquatique logo in white dimensional letters on the showroom’s blue wall above a planted aquarium ClientUnivers Aquatique, Rabat SectorAquariums & aquascaping Year2023–2024 ScopeBrand strategy, Visual identity, Brand guidelines, Website design

01

Challenge

Univers Aquatique represents EHEIM, sera, SICCE, TUNZE and TECO in Morocco, from a two-level showroom in Rabat where Amazonian, Asian and African biotopes live side by side. Its image still belonged to a pet shop: a koi drawing under a light blue word. The ambition had moved on, to turnkey, self-purifying aquariums for homes, offices and the liberal professions, chosen like a piece of furniture rather than a piece of equipment.

  1. 01 · Challenge
  2. 02 · Approach
  3. 03 · The delivered system
Strategy, identity, guidelines and website design: Zaid Lakhel, BlackPlus.View on Behance The thinking behind the brand

A fish made of water.

Turn a respected importer of aquarium brands into a house people visit for the calm, not only for the equipment.

01

Positioning

From equipment seller to aquarium house: turnkey biotopes that stand beside fine furniture, with care for the long run.

02

Creative decision

Four waves of one weight, built on one grid. The first bends into a fish’s back and a single square becomes its eye.

03

System

Two navies, a cyan and a mist, one typeface, Agrandir, and the waves scaled up into a pattern from cards to caps.

Film & motion

Filmed tank by tank.

The showroom, tank by tankShot in 4K in the Rabat showroom
Brand motionThe identity in motion
The identity in use

Brand applications.

Application scenes are visualisations and the website is shown as designed. Logo, palette, type and artwork come from the brand guidelines; the showroom stills and film come from the 2023 shoot.

The previous koi logo beside the new identity Brand metrics on six scales and the Sage + Caregiver archetype The brand promise, the golden circle and six values Five explored routes before the fish in the waves The symbol and its construction grid, from the brand guidelines Logo system: horizontal, reversed, vertical and symbol Colour: two navies, a cyan and a mist, with tints Typography: Agrandir, the brand’s only typeface The wave pattern drawn from the symbol Stills from the showroom shoot: discus, planted tanks, reef Light-box sign above the shopfront at dusk The symbol as a frosted decal on the shop’s glass door A totem at the showroom entrance and a branded fish bag A species label on the discus tank and a box sealed with branded tape The technician’s polo and the wave-pattern tote in the street The cap on an aquarium cabinet and the enamel mug in the back room A business card across the counter, letterhead and envelope on a desk Letterhead in three colourways A delivery van wrapped in the wave pattern on a street in Rabat A bus-shelter poster at blue hour and the full application system The website on a laptop in the showroom Website home page Website: biotope packs and services Website: biotope packs page and brand story page Next projectSUPRABOX.View Available for new projects

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