From “aqua” to “élite”: a new chapter for Aquaelite
From “aqua” to “élite”: a new chapter for Aquaelite
For us, 2025 represents much more than an anniversary. It marks a turning point — a new beginning.
Ten years of history, vision, and design become the starting point for an evolution that redefines who we are and how we choose to tell our story.
Born in Gavirate, on the shores of Lake Varese, we have always believed that water is more than just an element — it’s a language.
A way to express wellbeing, beauty, and authenticity.
Today, that language takes on new shades: more intimate, more personal, more conscious.
From “aqua” to “élite”: a transformation that represents our maturity, the moment we learn to look beyond form, and begin to tell the story of emotion.
A natural evolution
Over the years, we’ve built a strong identity around three pillars: sustainability, wellbeing, and Italian design.
Authentic values that today evolve into a more human narrative — one that speaks to the heart before it speaks to the mind.
For us, sustainability is no longer just a message; it’s a conscious choice.
Design is no longer only about aesthetics; it’s about experience.
Wellbeing is no longer a universal concept; it’s a personal ritual.
We see ourselves as interpreters of a new way of experiencing the bathroom — not just as a functional space, but as an intimate retreat where water, light, and material merge into a daily ritual of self-care.
In 2025, the bathroom is no longer a simple room; it becomes a personal spa, a space that reflects how we take care of ourselves.
And it is here that our vision comes to life — in the pleasure of a gesture that belongs entirely to the one who experiences it.
The new meaning of “élite”
For us, “élite” is not about ostentation — it’s a way of feeling.
It’s the freedom to choose what makes us feel good, without justification.
It’s the silent luxury of taking time for ourselves, listening inwardly, and transforming a shower into a moment of authentic pleasure.
This is the heart of our new positioning: the individual at the center.
“I choose, therefore I am.”
Each Aquaelite product becomes a means of self-expression — a reflection of one’s identity.
Our promise is no longer to offer wellbeing in a generic sense, but to create experiences that speak about you.
Because true élite is not something you show — it’s something you feel, within.
Designed to feel
Our new payoff, “Designed to feel”, captures the philosophy behind this transformation.
It’s no longer about design in the traditional sense — it’s about design you can live.
Each collection is meant to be touched, perceived, and chosen based on how it makes you feel.
It’s a design that doesn’t impose but accompanies.
That doesn’t seek effect but essence.
That doesn’t speak to everyone, but to those who recognize themselves in a gesture of balance, wellbeing, and authenticity.
With “Designed to feel,” we renew our voice — direct, sensorial, emotional.
A voice that doesn’t shout but whispers.
That doesn’t promise but welcomes.
That doesn’t sell but tells a story — an experience to be lived every day.
A new visual language
This transformation is not only conceptual — it’s visual.
Our new graphic and photographic identity reflects our evolved positioning: intimate, personal, and contemporary.
The imagery tells the story of water as matter — reflections on the skin, transparencies, textures that evoke calm and purity.
Our tones become more natural, with cooler hues inspired by metal and water: a sophisticated palette that conveys clarity, serenity, and harmony.
Even the paper materials for our new 2026 catalog become sensory tools — soft, tactile, designed to be felt before they are seen.
Everything speaks the same language: the language of attention to detail.
A clean, light, and conscious aesthetic that elevates the perception of our brand without ever straying from our deepest truth — wellbeing.
10 years of design. 10 years of personal choices. Yours.
Our tenth anniversary was the perfect occasion to share this new vision.
At Cersaie 2025, we celebrated our journey with a campaign dedicated to all those who, over the years, have chosen our products not only for what they look like, but for what they represent: icons of taste, sensitivity, and personal freedom.
Each product has become part of a story — not just for its design, but for the people who have made it their own.
SPA Home, Kino, InStile, Minimal, and Metal 316 are more than collections — they are statements of style, objects that reflect those who choose them, their sense of home, their idea of wellbeing, their essence.
We celebrate ten years of Italian design, but above all ten years of personal choices.
And we look ahead — toward a future where every choice is even more conscious, authentic, and sensorial.
Looking ahead
Our rebranding journey doesn’t end here.
In the coming years, we will extend our new identity across all physical and digital touchpoints, strengthening the coherence of our visual and narrative experience — from our website to trade fairs, from technical materials to catalogs.
Our goal is clear: to position Aquaelite as a reference brand in the world of design and wellness, one that unites innovation, aesthetics, and a true culture of wellbeing.
But above all, a brand that puts people at the center — with a more human voice, a more intimate tone, and a more sensorial approach.
We don’t promise universal wellbeing.
We offer yours.
Your refuge. Your signature. Your indulgence.
A personal, silent, authentic luxury.
A daily gesture that becomes an experience.
