Fashion-forward label AQ/AQ (formerly Aqua by Aqua) aims to push the boundaries, producing wearable standout pieces. Each season AQ/AQ strives to create pioneering styles, forming a collection of unique pieces from jumpsuits to sculptural dresses and statement menswear. AQ/AQ approached I-AM Beyond to review their newly launched menswear offer as well as a full brand positioning review.
I-AM Beyond worked with the AQ/AQ team to identify what sits at the heart of the AQ/AQ brand identity. This involved working together with the AQ/AQ team to define both the external factors affecting the brand such as competition, target consumers and insight as well as working to clarify the brand DNA across a series of workshops.
I-AM Beyond are still actively working with the AQ/AQ team now the brand essence has been defined in the ongoing brand community building and marketing activities including renaming activity, re-launch, guerilla campaigns and pop-up stores.