WEBSITE DESIGN + DEVELOPMENT + CREATIVE DIRECTION
ADA is the world's leading manufacturer of aquascaping material and instruction. Started in the 80s by a visionary Japanese photographer and nature lover, Takashi Amano, they now pioneer luxe aquarium technology and education, creating some of the most stunning aquascapes in the world. Their Indian office came to us to redesign their website using ADA's classic branding language, but with a distinct feel that would be instantly recognisable as the India branch.
The weeping beauty of ADA's luxury aquascapes is always created with natural forms as an inspiration. The art of Iwagumi, a puristic style of aquascaping pioneered by Amano, uses negative space and on powerful shape or composition as a distinct motif throughout the area of interest. This space, this calmness that nevertheless radiated power and positive energy, needed to reflected in the design of the website. The story, originally written in Japanese, needed to be more along the lines of what was appropriate for a brand of their stature.
Here’s how: We made the aquascape the hero and focussed on treating them visually as the works of art they were. The story was slightly tweaked to make it more appropriate in English, as well as convey the majesty and depth of what went into creating each piece. We paid special attention to subliminally comparing nature to the aquscape, and not the other way round. The result was a breathtaking website and design language that blended seamlessly into their existing packaging and marketing collateral.
