Current

The idea

Energy and hydration have a volume problem: everything in the aisle shouts. Current does the opposite. The name carries the whole concept, three ways at once, an electrical current (energy), a water current (hydration), and being in your current (flow). Built on one line, stay in your current, the brand turns clean energy and hydration into a calm, premium ritual.

The mark

The wordmark is set in a heavy grotesk, and the bottom of the letters fills with a live water current that shifts to the flavor’s color. The logo isn’t static, it’s a system: the current flows, and its color is the flavor. One mark, an entire range.

Two lines, one current

Rather than a wall of flavors, Current splits into two product lines, peers by occasion, not quality:

• Hydration (white): everyday clean energy and hydration. The flavor-colored current flows up and wraps the can. Fluid, refreshing, all-day.
• Performance (black): the same clean base, formulated for training. Solid matte black, the current contained to a focused glow. The water current becomes an electric one, form following the dual meaning of the name.

My role

Art director across the whole system: naming and positioning, the wordmark and the water-fill mechanic, the flavor color language, the two-line brand architecture, the full packaging suite (eight SKUs, front and back), and the product art direction.

Deliverables

• Brand identity & the responsive water-current wordmark
• Flavor color system (the current shifts per flavor)
• Two-line architecture, Hydration & Performance
• Eight-flavor packaging suite, front & back
• 3D / product visualization and key-visual direction