STORIES BEHIND vol.004 -Do!aqua-

A brand new product series was born last spring for the first time since the birth of NA Goods. Its name is Do!aqua. Unlike the NA Goods that pursue refined beauty, Do!aqua is an attractive series of products with light-hearted, soft and airy designs. What lead to the development of this new series? Many users must be asking how these products are different from NA Goods. Through this interview, we will bring you the secret story behind the development of Do!aqua Series products.

Aqua Journal: Last year ADA launched a new series of products that are different from NA Goods. Please tell me about the concept of the new series Do!aqua.

Amano: The concept is approachability that enables anybody to start an aquatic plant layout easily and casually.

Aqua Journal: How is it different from the concept of NA Goods?

Amano: The concept of NA Goods is the pursuit of quality, style, and elegance. In contrast, Do!aqua is a series of products that are developed not only for the enthusiasts but also with the appeal to a wider range of people in mind. NA Goods was born to cast aside the old gloomy image of fish tanks in pursuit of ultimate beauty. Each product is handcrafted by a skilled craftsman. They are carefully selected products with the highest quality. They are the products that constitute the core of ADA. But, with these alone, I felt that people might develop a notion that Nature Aquarium was some high-end hobby that was somewhat difficult to get into.

Aqua Journal: It initially felt like it is something beyond my reach.

Amano: You see. I thought that I needed to bring out a product that more people can get familiar with Nature Aquarium at a lower price point without dropping ADA’s design and quality standards. ADA is a company that promotes Nature Aquarium. There is a high expectation on the part of ADA to spread Nature Aquarium worldwide and increase its popularity.

Aqua Journal: But why do you find it necessary to produce the series of products like Do!aqua so strongly now?

Amano: One of the reasons is my desire to shift the focus from the world of hobby to the masses.

Aqua Journal: What do you mean by that?

Amano: Up until recently, I was strongly interested in providing better products for the people who enjoyed Nature Aquarium purely for the desire of creating the total environment where fish and plants can cohabit and thrive together.
However, as the environmental problems have become more serious concerns, I started hoping to reach out to more people and get them to direct their attention to the importance of ecosystems and plants through Nature Aquarium.

Aqua Journal: I suppose that you insisted on more affordable pricing so that anyone can start Nature Aquarium.

Amano: I have been producing Nature Aquarium layouts for tens of years and at the same time photographed natural sceneries such as tropical rain forests and Japanese landscapes. While doing so, I became quite aware of environmental problems. While global warming is becoming an issue, you might find the use of carbon dioxide somewhat contradictory. But I find it extremely valuable to experience directly how an ecosystem works by growing aquatic plants using carbon dioxide and keeping fish in an aquarium.

Aqua Journal: Having living things in our day to day lives is quite comforting, too.

Amano: I wish that I can get a lot more people, the people beyond the hobby world, to sense a variety of things through Nature Aquarium.

Aqua Journal: I think the name Do!aqua makes one feel like starting an aquarium.

Amano: Yeah. Don’t you think that we often start enjoying things more and more as we work on it? Get started first, and we will get there.

Aqua Journal: Is there any special meaning for the light blue brand color?

Amano: It’s a mixture of the blue color of water and the bright, fun atmosphere of the product. On the other hand, the brand colors of NA Goods are white and silver, which signify refined and high-end product quality.

Aqua Journal: Many of Do!aqua products characteristically have cute and fun shapes such as Poppy Glass and Music Glass.

Amano: Do!aqua products have a type of design that appeals to the sense of fun instead of sophistication. With a bit of roundness and twists, you know. In the case of water outlet pipes, such design features make a difference in the water flow inside an aquarium. I find it rather interesting.

Aqua Journal: I find that a number of Do!aqua products, such as the tiny Plant Glass aquariums and the Branch lighting system, are just right for working with another ADA product Wabi-kusa.

Amano: In summer time, you can enjoy the emersed grown leaves of aquatic plants easily with a Wabi-kusa in a Plant Glass on a windowsill. You can do the same indoors by using Branch. I figure that the “casual and easy” aspect of a Wabi-kusa goes well with the concept of Do!aqua. A Wabi-kusa is an excellent product that works well with a full-fledged aquatic plant layout. Not just being casual and easy, a Wabi-kusa can also be used in the background of a layout. If it’s made of just one type of plant, it can be used for the foreground as well. Since Wabi-kusa is very versatile, it is one of the handiest NA Goods for growing aquatic plants.

Aqua Journal: So Do!aqua products bring out one of the universal appeals of a Wabi-kusa. Incidentally, Do!aqua products are sold only through ADA’s dealer stores as in the case of NA Goods. Why does ADA insist on in-store sales?

Amano: I believe that the reputation of ADA products is built on the support of the dealer stores. There is no opportunity to talk with customers face to face in large retail and mail order markets. I believe that our products have gained the popularity we enjoy today because of our dealers’ great efforts to market our products. I hope that people will continue to visit the stores and purchase a product by picking up and examining an actual product in hand. ADA will provide catalogs and support to this end.

Aqua Journal: Talking about catalogs, a Do!aqua catalog is available now, isn’t it? What did you find was most important for the production of the catalog?

Amano: The ease of picking up. You can pick it up and start glancing. I focused on the casual appeal. On the other hand, the NA Goods catalog is more detailed and focused on the style aspect.

Aqua Journal: Why does ADA put so much effort into producing catalogs? It looks as though ADA expends a great deal of effort for catalogs that are given out free of charge.

Amano: We put a lot of thought into the content and design of our catalogs because they are the medium for people to pick up and find out about ADA’s products. Catalogs are provided to customers by the dealerships to study our products.

Aqua Journal: Lastly, what do you have in mind for the future development of Do!aqua products?

Amano: I would like to develop products that people find accessible and to propose a very easy method with which anybody can start an aquatic plant layout casually. People still have this image that an aquatic plant layout is difficult to start. I would also like to provide better NA Goods as well.