Apr 21, 2015

Viqua Launches New Brand Identity

The company will streamline its product offering under a singular brand

Viqua UVMAX Sterilight ultraviolet UV

Viqua recently introduced its new brand identity. The introduction coincides with the company’s decision to simplify its product offerings in the marketplace and  focus on building the Viqua brand.

This singular brand focus means the company will consolidate legacy brands UVMAX and Sterilight, an organizational change that General Manager Frank Profiti said will help drive product innovation and lay the foundation for market growth.

“With a clear brand focus,” Profiti said, “Viqua is better positioned to deliver innovative water purification solutions to our customers.”

To support the organization’s vision of Simply Safe Water, Viqua plans to streamline its product offering to make it easier for customers to identify the right product at the right price for every application. As well, warranties will be offered on all new Viqua water purification systems. Legacy product lines will be available for an overlapping time period to enable delivery of commitments. Replacement parts and lamps for all Sterilight and UVMAX systems will be supported for at least seven years.

“High quality remains our top priority for the Viqua brand and all of our products,” Profiti said. “We’re confident our customers will recognize the attributes they value in the Sterilight and UVMAX brands in the singular Viqua brand.”

Viqua plans to launch online and offline campaigns to help home owners understand the benefits of UV technology. “Educating home owners about the benefits of UV technology is a priority for us. This activity will help grow the UV market and drive demand for our customers,” Profiti said.

The new brand mark will appear on all new Viqua UV water systems and product packaging starting in May.