Based in Brooklyn, NY, Hydrant is an all-natural electrolyte rapid hydration mix - formulated by an Oxford scientist. Our job was to add character to the brand with voice and messaging, to create a new visual brand identity and come up with a stunning packaging design.
Voice-wise, we chose to keep the brand promise believable and honest - focusing on the idea of making water work better. Visually, we created a color-forward universe in which columns of dots represent the science behind the product - almost molecular in nature - and designed packaging with soft, tasteful colors that represent the mildly fruit-flavored powder.
The new packaging and brand have helped propel Hydrant to a new level as a company - carving out its own space in a very crowded market. The new look and attitude has been winning new customers for the brand, especially in the social and digital space.