After years of growth and expanding its product line, AQUALEX faced the need to organise its diverse offerings into a clear and flexible portfolio. The rapidly growing seller of drinking water systems added various products, including taps, appliances, outdoor water stations, and accessories. With this expansion came the challenge of creating a structured product portfolio that was easy for both the marketing and sales teams to use in campaigns and sales conversations, while providing clarity for customers to choose the right product.

We introduced a structured product portfolio for AQUALEX, complete with a strategic approach to naming products in a cohesive way. This ensured that both existing and future products could be seamlessly integrated, creating a clear framework for growth. Our recommendation also led to the creation of ALASQ—a distinct brand for AQUALEX’s outdoor water stations—to highlight their unique position within the product range.

• Product portfolio structure development
• Stakeholder engagement and research
• Product naming and branding
• Brand positioning and differentiation

We began with a thorough analysis of AQUALEX’s branding at both corporate and product levels. Working in collaboration with AQUALEX’s sales and R&D teams, we explored potential categorizations for the product range—considering design, functionality, and technical specifications. This led to the creation of a structured portfolio that accommodated existing products and allowed for future innovations. The new product names were developed using clustering and thematic approaches to create both unity and distinction within the portfolio.

As part of our strategic brand development, we recommended that the outdoor water stations be separated from the high-end luxury taps of AQUALEX. This resulted in the creation of the brand ALASQ, a name that subtly references AQUALEX while establishing its own identity. ALASQ evokes associations with the crisp, clear waters of Alaska and was designed to appeal to a different target audience, differentiating itself by materials and use cases. The name underwent rigorous legal checks to ensure availability, and the connection to AQUALEX was maintained through the incorporation of familiar brand elements, such as the “AL” and “Q.”

Contact us to learn how we can help you create a structured and scalable product portfolio that supports growth and clarity for your customers.