Aqua Regia Brand Catalogue - Pages

BRAND CATALOGUE 

AQUA 

REGIA 

EST. 2043 

EDITION 001 

January 2044 

AQUA REGIA 

A subsidiary of The Vertum Company 

SINGAPORE OFFICE 

57 Nankan Boulevard 

#21-37 

Singapore 637717 

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ii

iii

AQUA REGIA Brand Catalogue 

Published by the Vertum Company 

Edited by Edith Avery-Deigh 

Cover Design 

Andree H. W. 

Layout Design 

Andree H. W. based on 

Jan Tschichold’s Golden Canon 

Copywriting 

Andree H. W. 

All images used are edited / modified from images 

available under Public Domain, CC BY 4.0 and / or any 

licence labeled for reuse with modification. 

Image Credits 

Pixabay from Pexels 

Juan Pablo Arenas from Pexels 

Wellcome Collection via Wikimedia Commons 

TheHungryJPEG Mock-ups 

This edition published 2044 

Copyright © 2043 by Vertum Company 

All rights reserved. No part of this book may be 

reproduced or transmitted in any form by any means, 

electronic, mechanical, photocopy, recording or other 

without the prior written permission of the publisher. 

Printed in Singapore 

Set in Montserrat, made available via Google Fonts 

Designed by Julieta Ulanovsky 

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AQUA 

REGIA 

EST. 2043 

edition 

001 

BRAND 

CATALOGUE 

v

vi

SECTION 1 

OUR 

COMPANY 

• Introduction 

• Brand Philosophy 

• Brand Foundation 

1

1.1 

INTRO 

DUCTION 

AQUA REGIA 

at a glance. Know 

who we are and 

know what we do 

2 

Brand Catalogue No. 001 | January 2044 

AQUA REGIA is a subsidiary of The Vertum Company

1 . 1 . Introduction 

LETTER from the CEO 

WE ARE 

AQUA REGIA 

The budding competitor in the 

field of premium bottled water. 

A young, innovative start-up that 

is a pioneer in espousing the 

ideals of aesthetics in marketing 

mineral water. 

A daring enterprise optimistic 

that what people really need in 

life is beauty — everything else 

is secondary. 

Andrew H. Wyatt 

CEO 

AQUA REGIA 

@aquaregia.tm 

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OUR ACCOLADES 

AQUA REGIA. More than just water. 

Let others speak for us. 

GOLDEN 

NETTLE 

GOLDEN 

PEACOCK 

SILVER 

GUANO 

AUG 2043 

Socially Conscious 

Advertisement 

and Marketing 

(S.C.A.M.) Awards 

JUL 2043 

Award of 

Excellence 

Trendy Brand 

of the Year 

MAY 2043 

The Annual 13 th 

Guano Awards for 

Most Promising 

Newcomer 

“Truly innovative. 

A breath of fresh air.” 

Hugh J. Knuss 

Professor, Harford Business School 

“…quenches society’s 

thirst for visual appeal.” 

Teri Belaïdi 

Art Director, McCant International 

4 

Brand Catalogue Ed. 001 | January 2044 



Left: 

Premium bottled 

water have never 

looked this pretty. 

AQUA REGIA 

@aquaregia.tm 

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1.2 

BRAND 

PHILOSOPHY 

Our values, mission, & 

vision, which will be 

the guiding principle 

for all our action and 

decision-making 

6 



1 . 2 . Brand Philosophy 

WE BELIEVE 

BEAUTY IS 

EVERYTHING 

And that’s what 

motivates us to create 

Look. The world is crap. Things 

are not like it used to be in 2020. 

Listen to the news and everything 

is either doom or gloom. Sometimes 

you just want to forget how ugly this 

world has become. 

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@aquaregia.tm 

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We totally get you. In fact, we feel the 

exact same way. It is so much easier if 

we can just focus on whatever beauty 

is still left in this world and feel, even 

just for a moment, that life isn’t so 

bad after all. 

This desire was the main motivation 

for us to create AQUA REGIA. It is our 

humble contribution to add a little 

more beauty to this bleak world of 

ours. If we are going down in flames, 

at least we go down in style. 

OUR CORE VALUE 

Roughly 175 years ago, in 1868, a group 

of artists and writers decided that 

they had enough of society’s strict 

rule on arts. What they came up with 

is what we now call the Aesthetics 

Movement, a radical school of thought 

that fought to make art for art’s sake, 

not burdened with having to preach 

viewers on sociopolitical issues. 

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Aesthetics is just 

empty beauty — 

beauty without 

meaning. 

They got it right, even in the 19 th 

century — why care about society? 

Especially now in 2044. Everyone 

seems to believe that our society is 

too far beyond saving, so all there is 

left to do is to make it slightly more 

bearable to look at. These 19 th century 

artists believed that Aesthetics is 

just empty beauty — beauty without 

meaning — and they were proud of it. 

We have much to learn from them. 

One of the Aesthetic artists, Théophile 

Gautier, serves as inspiration and role 

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model for the AQUA REGIA team. He 

once said: “Nothing is really beautiful 

unless it is useless; everything useful 

is ugly, for it expresses a need and 

the needs of man are ignoble and 

disgusting, like his poor weak nature. 

The most useful place in a house is 

the lavatory.” No truer words could 

have been spoken. 

OUR VISION 

Guided by our core value, our vision 

is to help the world in championing 

beauty, aesthetics and visual appeal 

as the most important aspect of an 

object’s value. 

OUR MISSION 

To achieve our vision, our mission is 

to focus all our effort in creating the 

most objectively beautiful product in 

the mineral water industry. 

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Théophile Gautier 

(1811–1872) 

French poet, novelist, 

journalist, dramatist 

and art & literary critic. 

“Nothing 

is really 

beautiful 

unless it is 

useless.” 

— Gautier in the preface of his 

book, Mademoiselle Maupin. 

AQUA REGIA 

@aquaregia.tm 

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1.3 

BRAND 

FOUNDATION 

A rule we hold 

dear to heart. 

The sacred law 

our brand will 

always abide to 

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1 . 3 . Brand Foundation 

ROOTED IN 

GOLDEN RATIO 

PRINCIPLES 

The objective standard 

of beauty 

There is a science to beauty. 

Beauty can be objective. And 

we have understood the ancient 

knowledge that cracked this code: the 

golden ratio. This remarkably sacred 

number, simplified to 1.618 or known 

AQUA REGIA 

@aquaregia.tm 

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The Golden Number is… 

a proportional function 

which all of nature obeys . 

Far left: 

The nautilus is 

one of nature’s 

beauties; its shell 

constructed by 

none other than 

the sacred ratio. 

— R. A. Schwaller de Lubicz 

as phi (φ ), is in everything we have 

known to be beautiful. We see it in 

the temples of the Greeks, in da Vinci’s 

masterpieces, even in Mother Nature’s 

own creations. 

Together with its derivations — the 

Fibonacci spiral, the golden rectangle, 

the golden sections and so on — we 

have built Aqua Regia firmly based 

on this infallible truth of the ratio. We 

see the golden ratio as more than just 

a guide, it is an absolute rule. This is 

our definition of beauty. 

This is why we are beautiful. 

AQUA REGIA 

@aquaregia.tm 

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16

SECTION 2 

OUR 

IDENTITY 

• Brand Name 

• Brand Guide 

17

2.1 

BRAND 

NAME 

Behind our name 

— a name imbued 

with history and 

aspirations 

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2 . 1 . Brand Name 

AQUA 

classical latin 

/ˈa.k w a/ · noun 

water 

REGIA 

classical latin 

/ˈreː.gi.a/ · adjective 

of or pertaining to a 

king, regal, royal 

A 

Latin word meaning royal 

water, “aqua regia” was the 

poetic name alchemists of 

the past gave to the magical solution 

that could dissolve gold; a liquid 

so potent that it could absorb the 

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precious metal’s essence into itself. * 

We envision our premium mineral 

water brand to do the same. 

Through skilful design and research, 

we hope that AQUA REGIA is able 

to present itself to consumers as an 

embodiment of the golden ratio’s 

aesthetic essence. 

* Disclaimer: Please note that when referring to 

the aforementioned solution, “aqua regia” is now 

known to be a very corrosive combination of nitric 

acid and hydrochloric acid. Ingestion of such acid 

combination would pose a very lethal health hazard. 

AQUA REGIA on the other hand only contains 100% 

tap water. We will thus not be held responsible for any 

possible injury, deaths, or any other ill effects caused 

from the ingestion of other liquids labelled “aqua 

regia” not produced by our company. Consumer 

discretion is advised. 

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Left: 

Geber, or Jābir 

ibn Hayyān, 

was the Arabic 

alchemist who 

first recorded 

down the name 

of aqua regia 

and its magical 

properties. 

AQUA REGIA 

@aquaregia.tm 

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2.2 

BRAND 

GUIDE 

Behind our 

logomark and 

logotype, as 

dictated by the 

Golden Ratio 

22 



2 . 2 . Brand Guide 

MAIN LOGO 

ALTERNATE LOGO 

AQUA 

REGIA 

EST. 2043 

AQUA REGIA 

Brand Sheet: 

The table shown 

in this page is a 

summary of the 

key elements of 

our brand logo. 

More detailed 

information is 

available in the 

pages ahead. 

COLOUR PALETTE 

Pantone 876U 

C: 30 M: 47 Y: 57 K: 5 

PROCESS BLACK 

C: 0 M: 0 Y: 0 K: 100 

TYPOGRAPHY 

Montserrat 

family 

Aa 

Aa 

Aa 

Regular 

Medium 

Semibold 

AQUA REGIA 

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LOGO CONSTRUCTION 

MAIN LOGOMARK 

1 

1. 

We start with 

our foundational 

Golden Ratio as 

shown on the left; 

two lines with a 

ratio of 1 to 0.618 

(a.k.a φ ). 

1 

2. 

With this ratio in 

mind, we then 

now construct a 

Golden Rectangle, 

i.e. a 1 × φ rectangle. 

1 - φ 

3. 

Draw a line inside 

the rectangle such 

that it forms a 1 × 1 

square and a 1 × φ 

rectangle again. 

1 - φ 

= 

1 

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4. 

Repeat step 3 

inside the smaller 

Golden Rectangle 

such that the new 

rectangle is on the 

right side. 

5. 

Repeat step 3 

inside the smaller 

Golden Rectangle 

such that the new 

rectangle is on the 

bottom side. 

6. 

Repeat step 3 one 

last time such that 

the new rectangle 

is on the left side. 

AQUA REGIA 

@aquaregia.tm 

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LOGO CONSTRUCTION 

LOGO FRAMEWORK 

72° 

1. 

As our framework, 

we will use the 

Golden Triangle, 

a simple isosceles 

triangle with base 

angles of 72°. 

2. 

Duplicate smaller 

triangles inside 

the original one, 

rotating them 

as shown on the 

diagram here. 

3. 

With the triangles 

as a guide, we 

could construct 

a spiral which 

guides logotype 

placement. 

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FULL LOGO 

CONSTRUCTION DIAGRAM 

A. 

B. 

C. 

A. Text scaled to fit inside the Golden Triangle 

B. Text positioned right at the end of the spiral 

C. Line drawn at the base of the Golden Triangle. 

AQUA REGIA 

@aquaregia.tm 

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LOGO USAGE 

PROPER LOGO USAGE 

1. 

Never distort the logo in any way. 

The sacredness of the Golden 

Ratio must be preserved. 

AQUA 

REGIA 

EST. 2043 

REGIA 

EST. 2043 

AQUA 

AQUA 

REGIA 

EST. 2043 

No stretching 

or squeezing 

No rotating 

or skewing 

Correct 

proportions 

2. 

The icon may be used on its own, 

but not vice versa. 

AQUA 

REGIA 

EST. 2043 

Stacked copy 

without icon 

not allowed 

Using AQUA icon 

REGIA 

without copy 

EST. 2043 

is allowed 


28 AQUA REGIA is a subsidiary of The Vertum Company

EST. 2043 


3. 

The logo has a minimum size of 

1.5 cm in width (full logo) or 0.6 cm 

(icon only). 

AQUA 

REGIA 

AQUA 

REGIA 

EST. 2043 

AQUA 

REGIA 

EST. 2043 

Too small 

Minimum 

icon size 

Minimum 

full logo size 

4. 

Never re-arrange the positions of 

the logomark and logotype. 

AQUA 

REGIA 

EST. 2043 

AQUA 

REGIA 

EST. 2043 

AQUA 

REGIA 

EST. 2043 

Never swap the elements 

of the logo around. 

AQUA 

REGIA 

EST. 2043 

EST. 2043 

AQUA REGIA 

@aquaregia.tm 

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LOGO USAGE 

5. 

Only use our brand colours. Refer 

to page 33 for more details on our 

brand colours. 

Monochrome - Light BG 

Colour - Light BG 

Monochrome - Dark BG 

Colour - Dark BG 

6. 

If required, an alternative logo is 

available. Use this version when 

a landscape format is preferable. 

AQUA REGIA 

Full colour 

AQUA REGIA 

Monochrome / Light BG 

AQUA REGIA 

Monochrome / Dark BG 

30 




2x 

x 

AQUA 

REGIA x 

EST. 2043 

2x 

x 

SPACE AROUND LOGO 

Using the ‘A’ glyph height, the ideal 

spacing is as shown above, forming 

a golden rectangle around the logo. 

AQUA REGIA 

@aquaregia.tm 

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COLOUR PALETTE 

COLOUR CHART 

AQUA REGIA uses two main colours 

as our brand identity: Pantone 876U 

and Process Black. Tints of these 

colours (from 10% to 90%) could also 

be used as part of the design. 

TINT (%): 

100 

90 

80 

70 

60 

50 

40 

30 

20 

10 

32 




MAIN LOGO 

IDEAL COLOUR DIAGRAM 

A. 

B. 

A. Light BG: Process Black 90% 

Dark BG: Process Black 10% 

Colour: Pantone 876U 100% 

B. Light BG: Process Black 70% 

Dark BG: Process Black 30% 

Colour: Pantone 876U 70% 

AQUA REGIA 

@aquaregia.tm 

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TYPOGRAPHY 

MAIN TYPEFACES 

Montserrat Regular 

A B C D E F G H I J 

K L M N O P Q R S 

T U V W X Y Z 

1 2 3 4 5 6 7 8 9 0 . , ? ! 

Montserrat Medium 



T U V W X Y Z 

1 2 3 4 5 6 7 8 9 0 . , ? ! 

Montserrat Semibold 



T U V W X Y Z 

1 2 3 4 5 6 7 8 9 0 . , ? ! 

Montserrat Bold 



T U V W X Y Z 

1 2 3 4 5 6 7 8 9 0 . , ? ! 

34 




CHARACTER STYLES 

Displayed below are the main character 

styles to be followed as a general guide. 

HEADING 1 

HEADING 2 

Sub-heading 1 

SUB-HEADING 2 

Body text 

Caption 

AQUA REGIA 

@aquaregia.tm 

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36

SECTION 3 

OUR 

PRODUCTS 

• Aurum Carafe 

• Chrysos Flask 

• Kanchana Flask 

37

3.1 

AURUM 

CARAFE 

Introducing our 

first product, 

the simplest and 

most unassuming 

of them all 

38 



3 . 1 . Aurum Carafe 

A TASTE OF 

ELEMENTARY 

BEAUTY 

Helping you dip your 

toes into aesthetics 

O 

ur very first successful 

innovation, which we named 

as the Aurum Carafe is the 

perfect entry-point to the world of 

useless beauty. Still containing a 

significant amount of water, it gently 

AQUA REGIA 

@aquaregia.tm 

39


assists you in the transition towards 

divine impracticality, helping you to 

appreciate the aesthetic experience. 

SPECIFICATIONS 

1 

water level 

Article No. 

Description 

Volume 

Content 

: 

: 

: 

: 

V1116.96c 

Glass bottle with 

stainless steel 

swing cap stopper 

1 . 0 litre 

491.0 mililitre of 

100% tap water 

40 




The Aurum Carafe 

Far Left: 

A simple diagram 

showing how the 

Aurum Carafe is 

filled with water 

up to the line 

which divides the 

bottle into the 

Golden Ratio. 

Left: 

The Aurum 

Carafe. The 

name Aurum is 

Latin in origin, 

meaning ‘gold’. 

AQUA REGIA 

AQUA REGIA 

@aquaregia.tm 

41

3.2 

CHRYSOS 

FLASK 

Introducing 

our second 

product, for the 

more refined 

and cultured 

42 



3 . 2 . Chrysos Flask 

AN APPEAL 

TO ELEVATED 

TASTES 

A staple for your daily 

does of aesthetics 

F 

or our intermediate product, we 

introduce to you our Chrysos 

Flask. Going beyond adjusting 

the water level to fit the Golden 

Ratio, we have engineered a bottle 

shape which also reflects the beauty 

AQUA REGIA 

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43


of the divine ratio. The elongated 

neck of the flask and the bulb is at 

perfect balance to each other. 


1 

water level 

Article No. 

: 

V2203.64p 

Description : 

Glass flask with 

stainless steel 

swing cap stopper 

Volume 

Content 

: 

: 

0 . 5 litre 



44 




The Chrysos Flask 

Far Left: 

A simple diagram 

showing how the 

Chrysos Flask 

neck has been 

extended to the 

line which divides 

the bottle into the 

Golden Ratio. 

Left: 

The Chrysos 

Flask. The 

name Chrysos is 

Greek in origin, 


AQUA REGIA 

AQUA REGIA 

@aquaregia.tm 

45

3.3 

KANCHANA 

FLASK 

Introducing our 

final product, 

the ultimate 

sophistication 

you can achieve. 

46 



3 . 3 . Kanchana Flask 

A GIFT TO 

SOPHISTICATED 

CONNOISSEURS 

The exquisite pinnacle 

of aesthetics 

A 

s our crowning achievement, 

the Kanchana Flask could 

be seen as an improved 

Chrysos Flask. Beyond the novel 

brass swing cap stopper, the water 

level in the flask is now made to form 

AQUA REGIA 

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47


a second Golden Ratio with the bulb 

of the flask. Truly the ultimate full 

expression of aesthetics. 


1 

1 

water level 

Article No. 

: 

V2203.65z 

Description : 

Glass flask with 

yellow brass swing 

cap stopper 

Volume 

Content 

: 

: 

0 . 5 litre 



48 




The Kanchana Flask 

Far Left: 

A diagram 

showing how 

the Kanchana 

Flask, on top of 

its shape, is also 

filled with water 

up to a second 

instance of the 

Golden Ratio. 

Left: 

The Kanchana 

Flask. The name 

Kanchana is 

Sanskrit in origin, 


AQUA REGIA 

AQUA REGIA 

@aquaregia.tm 

49

50

Hey there, 

thanks for reading all the way to the end! 

AQUA REGIA has been an exercise in branding 

something so obviously worthless or of a poor quality 

but juxtaposed with trendy designs. I hope that this 

project has managed to convey the message I want 

to send to both designers and consumers. 

To designers, hopefully this project would serve as a 

reminder to not misuse our skill / ability in influencing 

others. For customers, it is a nudge to always be 

critical when considering of supporting a brand. 

Always remember: 

“Beautiful design with zero content is stupid.” 

A Visual Communications IV Project 

by Andree Hansen Wibowo 

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AQUA REGIA 

@aquaregia.tm

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