In the 25 years since ADA was established and Nature Aquarium was founded by Takashi Amano, the Nature Aquarium style has become so popular that if people mention “planted aquarium”, it refers to Nature Aquarium. In the recent years, planted aquarium was featured by various media and became known to the public as a hobby. Traditionally, ADA has been offering two different product lines: “ADA NATURE AQUARIUM” for high-end users and “Do! Aqua” which is the less-expensive version for planted aquarium beginners. Over the years, however, this price-based product categorization developed a sense of stagnation and offered only a streotyped way of enjoying planted aquarium.

Welcome to the small wonders of nature.

DOOA gives a new sense of style with plants.

To break away from the stagnant atmosphere in aquatic plants/aquarium industries, ADA has, in conjunction with its 25th anniversary, decided to discontinue “Do! Aqua” and instead, launch a new brand called “DOOA” to offer a new style of enjoying aquatic plants. The name “DOOA” was created based on the history of ADA brand. Since “DOOA” is the revamped brand of “Do! Aqua”,the initials of “Do! Aqua” (“Do” and “A”) were extracted and another letter “O” was added to them to express fun.

DOOA’s geometrical-shaped logo is a reflection of impact, new value and a sense of fun to get away from stereotypes. This logo design is most suitable for ADA’s new innovative product range that was developed through out-of-the-box thinking. Also, this logo is an ultimate minimalism design that follows Takashi Amano’s enthusiasm in minimalism.

In terms of brand positioning, “DOOA” is positioned side by side with “ADA NATURE AQUARIUM”. With these two brands, ADA will offer a wider spectrum of aquatic plant hobby and provide products that cater for the needs of a wide range of users. In contrast to Takashi Amano’s original range “ADA NATURE AQUARIUM” that has a universal value, the new brand “DOOA” will keep on evolving by incorporating the trend, fashion and sense of the times

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