Creature revamped the sports hydration brand with distinctive and clear packaging.
Creature, the Seattle- and London-based international creative agency recently revamped sports hydration brand, Nuun. Created by endurance athletes dissatisfied with other hydration supplements, Nuun tablets dissolve in water producing a sugar-free sports beverage with fewer than eight calories. The company wanted to reach a broader demographic of professional, amateur and aspiring athletes without losing credibility with core customers. Creature evolved Nuun's visual identity with a departure from the science-heavy nature of the category.
The new eye-catching design complements the energy and vitality of Nuun's “advanced hydration” while taking inspiration from its diverse flavor range. A bespoke typeface for the new logo (placed across Nuun’s signature tube packaging in contrasting and complementary colors) is distinctive and clear, yet individual and product instructions are brought to life using graphic elements, alongside Nuun’s "One Up Your Water" strapline.
The project also included a redesign of Nuun.com that includes a rich viewing experience an exploration of Nuun’s history and product range and the ability to participate in its sports- and fitness-focused community.