Cure came to us with a fundamental problem that needed solving: they had an exceptionally high quality, 100% plant-based product that was getting lumped in with similar looking (but not actually similar) products. Fair enough. Cure’s initial brand and packaging lacked a certain posture. It was soft, a bit punny, and was getting in the way of its exceptional product. For a brand that could set a world record for best taste, best ingredients, and most effective, they just didn’t look the part. We needed to help clarify Cure’s singular point of view and ensure that consumers and retailers could understand what makes them so unique upon first glance.

Our new vision for Cure was intelligent, clean, and decidedly confident. We started working on a full rebrand to make the Cure brand simpler, more credible, and obviously bursting with real fruit flavor. We paired the identity with an ingredient-focused packaging system and color palette inspired by real fruit, helping the brand take their rightful place as the most natural option for effective hydration.

Building a system around simplicity was a balancing act. This was especially true with photography — we wanted to build a world that was clean and minimal but not sterile, elevated but not exclusive. All of the fruit was shot close-up, like a scientific specimen, allowing you to take in the natural beauty and textures. This provided a simple but striking backdrop for the brand mark and direct messaging that tells you exactly what you’re drinking: hydrating electrolytes made from a few simple ingredients. Lifestyle scenes were bathed in natural light – a valuable source of warmth and texture within an otherwise minimalist system. And in the world of performance, that’s something you notice.