Flavour from thin air
How do you define an entirely new way to taste?
That’s the question we set out to answer for air up.
You see, 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.
Where play meets everyday
Mojitos at the gym. Iced coffee right before bed. These bottles give
people the freedom to enjoy flavour at no cost to their health. Our
brand plays with this idea of merging your two selves. Your adult self—the
one that pays attention to responsibilites and wellbeing. And your
inner child—the part of you that craves play and freedom.
The brand voice is built around the idea of Absurd Adulting.
Looking through the adult world through a child-like lens.
You know how a kid can say the most whimsical thing in the
most matter-of-fact way? That’s our voice in a nutshell.
Looking through the adult world through a child-like lens.
You know how a kid can say the most whimsical thing in the
most matter-of-fact way? That’s our voice in a nutshell.
Our brand messaging had some hard work to do. We had
to build intrigue around the product—most people have
never experienced flavour in this way before—but we also
had to set clear expectations. Since there are no additives
involved, your cherry kola isn’t going to taste like a sugary drink.
But it has its benefits. And, as always, we had to make sure this
BIG voice worked in little moments too.
to build intrigue around the product—most people have
never experienced flavour in this way before—but we also
had to set clear expectations. Since there are no additives
involved, your cherry kola isn’t going to taste like a sugary drink.
But it has its benefits. And, as always, we had to make sure this
BIG voice worked in little moments too.
Special thanks to: Harry Edwards (Creative Director), Sophie Stucke (Strategist), Anna Victor (Project Director),
Issey Conway (Design Director), Ethan Hodson (Senior Designer), Iain Action (Motion Director)
Issey Conway (Design Director), Ethan Hodson (Senior Designer), Iain Action (Motion Director)