Limpid Pools — a pool manufacturer with over 15 years of experience working to European standards. Having developed unique expertise and established its own production facility, the company was ready to launch an independent brand to represent it internationally.

Our task was to build a comprehensive brand from scratch for Limpid Pools — a brand that would become the company’s international face.

The key goals were:

• To create a name that resonates naturally with both Russian and European audiences.
• To design a distinctive visual identity that reflects the brand’s philosophy, stands out in a competitive market, and can be legally protected to safeguard the client’s intellectual property and proprietary technologies.

We created Balance Pools, a brand built on the philosophy of harmony.

The name Balance works on two levels:

• It expresses the balance of price, quality, and design,
• and conveys the sense of inner equilibrium that one feels while floating in water.

The visual identity embodies this philosophy through minimalist design principles. The logo is built using the golden ratio, while the colour palette departs from traditional aqua tones in favour of monochrome elegance — reinforcing the brand’s premium and timeless appeal.

• Developed a ready-to-launch premium brand — Balance Pools
• Delivered a complete visual identity system with brand guidelines
• Secured legal protection for the brand and its design elements
• Ensured adaptability for both Russian and European markets

• Created a branding system resilient to high-humidity environments