LUQEL

The LUQEL brand produces innovative water dispensers complete with glass and stainless-steel bottles, with the aim of reducing the use of PET bottles. The main target audience is companies in the hospitality and health sectors, which are appealed to directly through targeted brand messaging. At the centre of the LUQEL wordmark is the letter “Q”, partially highlighted through the primary brand colour Bahamas Bright Blue, which symbolises clear water. The product design of the minimalist water station references the Q in the form of the circular user interface, via which water is dispensed according to the user’s preferences, true to the claim “Water as individual as you are”.