Bluebill Recreation

You've probably seen one — those colorful, oversized floating foam islands packed with people jumping, sunbathing, and staying afloat. The Aqua Lily Pad has been the number one-selling water pad in America for over 15 years. But while everyone knew the product, nobody knew the brand behind it. As the company expanded into inflatables, kickboards, and acquired other recreation lines, that gap became a real problem.

Define

When Aqua Lily came to us, they weren't looking for a new name. But our research quickly revealed the core challenge: consumers recognized Aqua Lily Pad as a thing you buy, not a company you trust. With a growing portfolio of products and acquisitions, they needed a parent brand with enough separation — and enough room — to hold it all. A rename wasn't just an option; it was the strategy.

Design

The new name needed to signal water, quality, and togetherness, while leaving space for future growth. We landed on Bluebill — a North American diving duck that nests on floating mats of vegetation. Paired with the modifier "Recreation," the name carries both specificity and ambition. The identity followed suit: a duck mark that nods to the outdoors and the brand's origins in water, a bold palette of blacks and blues, and active photography that feels energetic without sacrificing credibility.

Deliver

Bluebill Recreation now has what Aqua Lily never did — a brand that can grow beyond any single product. The identity is smart, established, and fun, giving the company the professional footing it needs to expand across the recreation category and take its place as a brand, not just a bestseller.