ANALYSIS. Despite its leadership, product range, and quality, the company had been losing market share for several years. The main reasons identified were changing consumer taste preferences, active market growth, and the emergence of new players with aggressive marketing strategies. An analysis of the situation revealed that Aquaton's brand communications were vague, its visual content was confused with competitors', and consumers had difficulty identifying the brand and did not understand its values. Like the vast majority of market players, Aquaton communicated rational advantages, which it responsibly backed up, earning consumer trust.

POSITIONING. A decision was made to develop a new positioning based on an emotional platform. This was assisted by consumer research—young women planning their home improvements. We conducted a series of in-depth interviews. Time spent in the bathroom is an important part of our daily lives. The emotions associated with this – cheerfulness, dreaminess, playfulness, thoughtfulness, peace... it's a place where you can be alone. Your morning mood determines how the new day will unfold; your mood at the end of the day determines the quality of your rest.

CONCEPT. We've defined the ideal bathroom as "The Place Where My Mood Is Created." The company provides quality and a wide selection of styles and models, thereby helping to create the desired mood in the bathroom. This concept is reflected in the brand platform and guides the development of updated communications – now accompanied by the slogan "Creating Your Mood." To emphasize the global nature of the business (the brand belongs to an international group of companies) and reflect modernity and relevance to trends, we proposed replacing the Cyrillic alphabet with Latin in the brand's spelling.