--- title: "Aimex Australia clean water brand and website" url: "https://www.onmark.com.au/work/building-a-confident-and-trusted-clean-water-brand" description: "Case study: identity, packaging, website and social for Aimex Australia, a home water filtration brand making a technical category easier to choose." site: "Onmark" --- Aimex Australia # Building a confident and trusted clean water brand **Project details:** - 2025 - Professional - Digital Platforms - Growth & Marketing - Brand Foundations ![Family drinking clean filtered water from glass](https://cdn.sanity.io/images/0jqu7o0g/production/b03ae5e5c925cfa10e930dfba77cf58fbd2009bc-1920x1080.webp) ## What did Aimex Australia need? Aimex Australia is a consumer brand in the home water filtration space, focused on safer and better quality drinking water for households. The category is competitive and often technical, making product choice confusing for customers. We partnered with Aimex to strengthen the brand across identity, packaging, website and social, improving clarity, product understanding and customer confidence across key decision moments. **Client** Aimex Australia **Industry** Professional **Year** 2025 **Services** Digital Platforms, Growth & Marketing, Brand Foundations ### What we did - Develop a contemporary and credible brand identity - Improve clarity and differentiation across packaging - Design a website that supports product discovery and confident selection - Create a consistent social and digital presence with everyday relevance ![Hand drawn concept sketch of the Aimex Australia logo showing the early development of the brand mark.](https://cdn.sanity.io/images/0jqu7o0g/production/ba1a140672874c82c8f7edbaaaa3c35a04bdc601-960x1080.webp) ![Completed Logo of Aimex Australia](https://cdn.sanity.io/images/0jqu7o0g/production/8f2900d6f068b08909abde8120a88e0ec02cb04a-960x1080.webp) ## A website built around discovery and selection The website focuses on helping customers understand products, explore suitability and compare options with greater ease. Navigation, content structure and performance were shaped to support clearer browsing and more confident product selection. ![Stainless steel gravity water filter with two black carbon filters, displayed on a yellow background.](https://cdn.sanity.io/images/0jqu7o0g/production/9be407f362b09fdd41d29a1aa41ca6e13e31d8ef-1920x1080.webp) ![Gravity water dispensers display with product names, prices, and options for water purifiers by Aimex Australia.](https://cdn.sanity.io/images/0jqu7o0g/production/b164a980673e03832469585813f4eb68b67c428f-1920x1080.webp) ## Packaging designed to support confident selection The packaging was restructured to prioritise product purpose, usage context and key benefits in a clear and readable hierarchy. The result is packaging that reduces hesitation and makes product differentiation easier at both shelf and online decision points. ![Stainless steel water filter sits on a windowsill, featuring a spout and a logo for "Phoenix Clarity."](https://cdn.sanity.io/images/0jqu7o0g/production/7adec1162805afd5032805ba59b8429063edc45e-640x1080.webp) ![Packaging mockup of an Aimex water filter showing the product box design, branding and key information layout.](https://cdn.sanity.io/images/0jqu7o0g/production/3bc95bded76516a248f656da5afb3fbc586aaa29-640x1080.webp) ![A hand holds a clear glass filled with water against a blurred outdoor background.](https://cdn.sanity.io/images/0jqu7o0g/production/bf3f79b7d3d1c50ec817699259eed42a8af3af36-640x1080.webp) ## A social presence centred on everyday living Across social channels, the brand communicates through practical, real-life context and product relevance, building familiarity and stronger brand presence over time. ![Portable hydration system displayed on a smartphone screen, promoting "Anywhere with Phoenix."](https://cdn.sanity.io/images/0jqu7o0g/production/3da6529ebd6fcea1a93961ba32ee9b2ba55a32ca-960x1080.webp) ![8 Stage Water Filter box featuring a water dispenser with a 20L capacity and three included filters.](https://cdn.sanity.io/images/0jqu7o0g/production/a92e765d3f6ec806a47d51e3eacd96a49867f041-960x1080.webp) ## A visual identity that feels contemporary and dependable We developed a clean and structured visual identity that reflects reliability and product confidence. Typography, colour and layout were designed to support clarity at every scale, from packaging detail to digital presentation, reinforcing recognition wherever the brand appears. ## What changed for Aimex Australia? A unified brand identity that strengthened recall and market presence Packaging that improved product clarity, differentiation and customer confidence A faster and more structured website that supported product discovery and intent A clearer digital and social expression that reinforced brand awareness and relevance ### Results that matter **growth** Increased product exploration and browsing depth across key pages. **engagement** Increased time on product content with clearer information hierarchy. **conversion** Increased purchase confidence and intent during comparison and selection. **speed** Improved loading speed and smoother navigation across the website experience. **traffic** Increased organic discovery through clearer structure and product presentation. Next project ยท Uneek Mortgages [A professional digital presence built for trust and informed lending decisions](https://www.onmark.com.au/work/a-professional-digital-presence-built-for-trust-and-informed-lending-decisions)