Overview

Humantra is a clean, complete, and highly effective electrolyte powder designed for both athletes and everyday individuals seeking optimal hydration and overall wellness. Unlike competitors like Liquid IV, Humantra’s formula is sugar-free, naturally flavored, low-calorie, and contains all six essential electrolytes—a key differentiator in the market.

Challenge

The brand needed to grow awareness and drive conversion while clearly communicating what made it different. In a category full of bold claims and bright, high-energy visuals, the challenge was finding a way to make “clean hydration” feel both compelling and credible and stand out from other sports drinks.

Concept & Direction

I helped shape a more focused creative direction centered around “clean, optimal hydration.”

The goal was to simplify the message and make the benefits feel tangible—moving away from generic wellness language and toward clearer, more specific value.

Visually, the design system uses bold, high-contrast layouts, strong color blocking, simplistic compositions, and direct typography to make key benefits easy to understand at a glance. Bright, flavor-driven color palettes and ingredient-led imagery help differentiate variants while reinforcing the product’s key benefits and message.

The work leans into a mix of functional and lifestyle moments—pairing straightforward product shots with active, real-world use to connect performance with everyday routines. Messaging is also written to be intentionally direct and benefit-led, prioritizing clarity over complexity.

Outcome

This approach created a more cohesive and effective way to communicate Humantra’s value—helping the brand stand out in a saturated category while driving stronger engagement, conversions, and successful product launches.

Strategically, A/B testing showed that introducing motion, especially in email, helped capture attention and improve engagement, leading to a broader use of animated elements across campaigns.