HALE DESIGN

CREATIVE DIRECTOR

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For the launch of WAI, a new water, salt and lemon drink, we created a bold, playful visual world that made the product feel simple, natural and full of personality.

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The creative direction leaned into a sun-soaked, slightly nostalgic beach aesthetic, using hand-drawn graphics, collage-style product cutouts, punchy copy and a fresh colour palette to bring the brand to life across digital, social and web.

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The result was a distinctive launch look and feel that positioned WAI as a refreshing, no-fuss hydration drink made for everyday adventures.

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