The team at Elyte formulated the product they wanted to use and see in the market - a simple no-sugar hydration solution with essential electrolytes that replenish, nourish, and positively impact a balanced lifestyle. To fast-track early adoption and influence success from launch, part of our strategy revolved around building a brand that connects with Elyte's core audience of athletes and active individuals while not excluding the health-conscious and health-curious. Our role was to develop the Elyte brand strategy, identity, packaging, and website design. For Elyte, the challenge lay within market share and differentiation. To help Elyte cut through the competition, we avoided the industry cliches (sterile aesthetics, hardcore gym content, and dense industry jargon) while still feeling familiar and connected to the hydration category. We crafted a distinct logotype that attracts both audiences, supported by a design system that can appear technical for athletes and approachable for the everyday consumer. We designed brand collateral for various physical and digital brand touchpoints, with the ability for future product growth in the health and wellness sector.