HOPE Hydration is the New York startup that presented us with the challenge of creating a brand capable of leading the water scarcity awareness movement around the world, understanding water as a universal right. We were challenged with one of those projects that possess one of the elements that distinguish the work we do at Morillas: a valuable and transformative purpose. The launch of this new brand aims to generate and lead an awareness movement that culminates in guaranteeing safe drinking water for all, and it required professionals from all our excellent teams. After carrying out a thorough immersion, our strategy team meticulously put together the main fundamentals of an appealing brand that was strategically positioned to connect with its target and communicate its purpose of hydrating everybody, everywhere. These set guidelines would then be the roadmap to follow throughout the visual expression phase. On that second phase, our creative team developed a complete brand manual with the brand’s logo at the forefront, which aims to lay out every element that’s needed so that any visual asset follows a coherent and consistent look and feel of the brand. HOPE’s logo conveys the transformative power of water through its sinuous shapes, merged characters, and blue tones. It purposefully feels like it’s expanding through space, as it’s a visual metaphor of HOPE’s personality and what it aims to achieve. It’s untamed, smart and activist, and seeks to bring water everywhere where it isn’t there yet. The new brand’s rest of the visual language also played with curvy shapes and watery surfaces to develop eye-catching outdoors, digital or merchandising executions, where water interacts with of impactful messages that soak up the optimistic, inclusive, and close personality of the brand. [vimeoVideo id="695661353"] [vimeoVideo id="714435509"] [vimeoVideo id="714454200"]