Offering hydration like never before, air up has been bringing its signature scent-based taste technology to Europe and the US since 2019. Using only the power of smell, sipping from an air up bottle tricks the brain into perceiving flavour when all you’re actually drinking is water. No additives, no sugar, no nonsense.

As the business took off and grew, it needed a brand that could fuel its trajectory. Our challenge was clear—how do you communicate a sensation most people haven’t experienced before? We answered that question with a bright, playful world that delicately balanced both need states of our audience—health and the freedom to have fun.

The brand world, born from our strategy, focuses on the tension between our two selves: the inner child that seeks play and freedom, and our outer adult that prioritises healthy behaviour and responsibility.

It embraces the contrast of silliness and sophistication, incorporating big, bold type with a pared back secondary typeface. A bright palette that sits next to natural grading on art direction. Our voice is anchored in the idea of Absurd Adulting, viewing the adult world through the eyes of a child, which gives the creative a lively, playful feel.

What aesthetic do you apply to the ineffable? How do you build excitement while expressing the nuances of Scentaste™—a sensory experience that created the subtle experience of flavour through smell. These were questions we faced while defining the particularities of the air up experience.

We found our answers in gradients that blend colours to express the subtle shift from water to flavour, natural hues within art direction, and a messaging approach that builds intrigue while setting the right expectations.

With healthy hydration #trending, we were careful not to fall into expected tropes (think: glossy images of fruit). Instead, we used immersive 3D design and playful, floating motion to transition the brand from being a water bottle company to a pioneer in sensory experiences.