We partnered with Aquatec, part of the Invacare and DHCare family, to rebrand and reposition its bathroom hygiene and independent living range – creating a more modern, calm and people-focused brand experience.
The work brought together brand strategy, messaging, visual identity, product branding, packaging, brochures, social media assets and event rollout, helping Aquatec communicate with more clarity, consistency and confidence across every customer touchpoint.
A specialist product range ready for a more human brand
Aquatec is a leading European range of specialised bathroom hygiene and independent living solutions, designed for people with reduced mobility, elderly users and caregivers.
The brand already had strong product credibility, but it needed to feel more modern, more discreet and more emotionally connected to the people using and recommending the products.
The challenge was to keep Aquatec aligned with the wider Invacare and DHCare family, while giving it a clearer role, stronger identity and more distinctive presence of its own.
To support this, Aquatec needed:
- Clearer positioning within the Invacare and DHCare brand family
- A calmer, more modern and people-focused brand identity
- Messaging that balanced product performance with dignity, confidence and care
- A visual system that felt discreet, accessible and easy to apply
- Product branding that worked across new ranges and physical components
- Packaging, brochures and social assets that felt consistent and connected
- Event materials that created a stronger brand presence in busy healthcare environments
What we changed
We started by looking at how Aquatec needed to sit within the wider product portfolio. The goal wasn’t to disconnect the brand from its heritage, but to evolve how it showed up – making it easier for teams, distributors, healthcare professionals and customers to understand the value of the range.
From this, we developed:
- Brand strategy and positioning for the Aquatec range
- Messaging focused on confidence, comfort, dignity and everyday independence
- A refreshed visual identity with a calmer, more modern look and feel
- Guidance for how Aquatec should align with Invacare and DHCare
- Product branding in collaboration with product designers
- Brochures, packaging and marketing collateral
- Social media and digital assets to support campaign rollout
- Event graphics and branded environments for product launches and exhibitions
Brand identity and product branding
The refreshed Aquatec identity was designed to feel modern, calm and discreet. We softened the overall brand feel, introduced a more people-focused visual direction and created a system that could work across both marketing and physical product touchpoints.
Working closely with product designers, we helped apply the brand to new products in a way that felt subtle, practical and recognisable – supporting consistency without making the products feel overly clinical.
Messaging, brochures and packaging
The messaging needed to explain the product benefits clearly while keeping the focus on people, care and everyday independence.
We developed language that helped Aquatec move beyond product features alone, showing how the range supports safer, more comfortable and more confident bathroom routines. This messaging was then carried across brochures, packaging, social media assets and campaign materials, giving teams a clearer and more consistent way to communicate the range.
Events and brand rollout
We also supported the rollout of the Aquatec brand across events and exhibition environments.
This included creating a dedicated hygiene and independent living space that helped the range stand out, while still feeling part of the wider Invacare and DHCare event presence.
By bringing together product displays, messaging, graphics and branded materials, we helped create a clearer and more engaging experience for healthcare professionals, distributors and customers.
What made the difference?
A more modern independent living brand with global consistency
Aquatec gained a clearer, calmer and more consistent brand system that could work across product, print, packaging, digital and event environments.
By combining brand strategy, visual identity, product branding, messaging and rollout, we helped Aquatec communicate with more confidence – balancing technical credibility with a warmer, more human story around dignity, care and everyday independence.
The result was a stronger foundation for global marketing, product launches, distributor communications and long-term brand consistency within the wider Invacare and DHCare portfolio.
In a nutshell
Aquatec needed a brand that could feel clinically credible, globally consistent and more human at the same time. We helped create a calmer, more modern brand system that made the range easier to understand, easier to roll out and better connected to the people who use, recommend and support it.
The CreativeHutch team are an absolute dream to work with. Creatively but also strategically. They have been a fabulous partner to some of our latest projects. They are truly trustworthy in all aspects and deliver in many ways that go above and beyond.
Impact highlights
- Clearer positioning within the brand family
- A calmer, more modern and people-focused rebrand
- Stronger messaging around dignity, confidence and independence
- More consistent rollout
- Product branding developed with product designers
- Clearer sales and marketing materials
- Stronger event presence through dedicated hygiene spaces
- A flexible brand system to support future product launches and global marketing
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FAQs
CreativeHutch supported Aquatec with brand strategy, repositioning, visual identity, messaging, product branding, packaging, brochures, social media assets and event rollout, helping create a more modern and consistent independent living brand.
Aquatec is part of the Invacare and DHCare family and offers a leading European range of specialised bathroom hygiene and independent living solutions for people with reduced mobility, elderly users and caregivers.
Aquatec already had strong product credibility, but the brand needed to feel more modern, calm, discreet and people-focused. The rebrand helped better reflect the dignity, confidence and everyday independence the products support.
The strategy focused on repositioning Aquatec within the wider Invacare and DHCare portfolio, while giving the brand a clearer role, stronger identity and more human story of its own.
We worked with the product designers to apply the refreshed brand across new products in a way that felt subtle, practical and recognisable, while still supporting consistency across the wider product range.
Yes. Packaging was a key part of the rollout, helping make the Aquatec brand feel more consistent across product, print, sales and customer-facing touchpoints.
The refreshed brand system gave teams, distributors and partners clearer tools to use across brochures, packaging, digital assets, social media, product launches and international event environments.
Yes. We supported Aquatec’s event presence by creating branded environments and a dedicated hygiene and independent living space, helping the range stand out clearly within wider healthcare exhibitions.
Brand consistency helps healthcare product brands build trust, improve recognition and make it easier for teams, distributors and customers to understand the value of the product range.
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