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.
Believe it or not, the hydration marketplace is a crowded one. From sugary convenience store brands to science-forward electrolyte powders, the products come in many shapes and sizes, prices and points of sale. Our client Hydrant fell into the latter category – a powder-based water additive that provides a crisp, natural flavor and the perfect balance of electrolytes that make water work better. The packaging reflects this approach – with its soft, natural color palette and its molecular design elements.