Brand-Centric Design

aqueon responsive website
aqueon home page
aqueon articles
aqueon product page
aqueon dealer locator

Developed by true aquatic hobbyists, Aqueon provides a wide range of aquarium solutions to help owners maintain healthy, life-sustaining environments for their pets. Part of a larger family of brands under the Central Garden & Pet umbrella, Aqueon needed a new website that reflected their reinvigorated branding.

aqueon logo

A Suite of Sites

Initially, Ascedia worked with the Central Aquatics team to redesign a site for their reptile brand, Zilla, and that work led into the Aqueon redesign as part of a phased project to redesign all of the company’s websites.

To feed the creative direction of the site, the Ascedia team immersed itself in the Aqueon brand, installing a fish tank in the office and attending trade shows with the Aqueon team to learn more about the culture of aquatic enthusiasts and understand more about the target personas. The site needed to not only serve aquarium owners but also dealers, distributors, and sales representatives. 

research and design

Deep Dive Into the Brand

The team leveraged competitive research, user testing, and analytics to guide creative recommendations for the site. The user journeys that Ascedia outlined help define the site structure and additional features, including aquatic “fun facts” that appear in the lower corner of the site.

Central Aquatics leveraged their in-house development team to implement Ascedia’s design and recommendations. Since the site’s launch, Ascedia has worked with Central Aquatics on an ongoing basis to refine the site’s SEO strategy and increase site traffic and engagement on the site.