Air Up - Brand Voice

How do you define an entirely new way to taste? That’s the question we set out to answer for air up. Because, when you drink from an air up bottle, your brain perceives flavour (via scent) but all you’re drinking is plain water. No additives, no sugar. We built a playful, attention-grabbing brand for the business that was anchored in a BIG voice. Expressive headlines work together with bright colours, mixed case typography and whimsical art direction to create a much-needed antidote to the sterile brands in the water category.