Builders Merchants Journal – BMJ Publishing to Builders Merchants and the UK merchanting industry for more than 95 years
Manufacturer Frontline Bathrooms has completed a full rebrand of its exclusive Aqua product range.
Aqua has been re-introduced with a new logo, updated typography and a contemporary colour palette, supported by a redesigned 404-page A4 brochure format and packaging which prioritises clarity, clean imagery and easily navigable product information.
A next-day service underpins the range, and supply chains have been reviewed and strengthened, including carbon footprint awareness. Manufacturing partners across the UK, Europe and internationally now operate within ISO-certified facilities and providing reassurance on quality and compliance.
To support merchants, point-of-sale materials will now be tailored to individual partners, shaped around their specific requirements, allowing Aqua to retain a sense of exclusivity while maintaining a clean, straightforward presentation that works in real showroom and merchant environments.
Darren Allison, managing director at Frontline, says: “The rebrand goes far beyond aesthetics; it is about strengthening the product offer, benchmarking it rigorously and backing it with ISO-certified manufacturing across the UK, Europe and internationally, alongside a next-day service proposition that reflects how the trade actually operates. Design has played a key role, which is why working with Barrie Cutchie was such a natural fit, bringing experience, restraint and longevity to the range rather than short-term trend chasing.
“We have also been very deliberate in simplifying how Aqua is presented and supported, from the new visual identity and brochure format through to tailored point-of-sale for individual customers. The aim is to deliver a genuinely exclusive trade brand that is easy to understand, straightforward to sell and built on substance rather than inflated claims.”
