cure hydration
creative direction
brand strategy
packaging
creative execution
Cure Hydration already had a strong foundation: science-backed hydration, clean ingredients, distinctive packaging, and genuine customer love. But seemingly every day, a new electrolyte brand would pop onto the scene, and Cure’s brand was feeling a bit stale.
We didn’t want to to reinvent the wheel, and lose the great momentum Cure already had. We just needed to make what was already great more distinctive, more cohesive, and more culturally relevant.
“Science is the foundation.
Joy is the hook.”
Rather than positioning Cure around extreme performance or purely reactive hydration, the opportunity was to own everyday hydration as a feel-good ritual.
In building Cure’s brand visuals, our goal was to craft an aesthetic that feels bold, authentic, and aspirational with a voice that feels authentic, engaging, and flexible.
Hydration science by design.
We didn’t invent hydration science, we just made it taste — and look — delicious.
Fruit forward, forever
Our ingredient label is our strongest differentiator, and our fruits are the shining star.
Finding beauty in the everyday
The new aspiration isn’t idealized. It’s beautifully authentic and grounded in real life.
Full of color, not colorful
Each of our flavors build a world of its own color, drenching packaging and design.
“The chill-but-credible insider.”
in-the-know, approachable, & a little cheeky.
Cure is deeply rooted in real science, but that doesn’t mean it needs to sound clinical. The chill-but-credible insider embraces Cure’s authority while cutting through with a wink: dry humor, quick wit, and timely relevance.
It feels fluent in both hydration science and modern culture, and speaks to what hydration unlocks—clarity, energy, vitality—without falling into wellness cliché.
Cure’s audience is smart, curious, and a little tired of hype. They don’t want a billboard’s worth of claims, but want to feel the intelligence behind the product.
We captured photography and video that embodied this new brand strategy to build an asset library that would tell our product story in every channel.
lifestyle photographer kirk robert chambers
product photographer cormac banks
raspberry launch
And it all comes together deliciously when we launch a new product in the market. Take Raspberry for example: The best part of berry season—jammy, fresh-picked, and bursting with ripe flavor.
