Building a brand
built for progress.

KITSU is a performance hydration brand built around the idea that progress happens in small, intentional steps. The brand was created for a new kind of athlete — one that values discipline, balance, and consistency over extremes.

The project focused on building a minimal, elevated identity that could exist across product, digital, and lifestyle spaces. From packaging to photography direction, every decision was made with longevity in mind.

ClientKitsu®

IndustryFunctional Beverages

ScopeBrand System 002 · Packaging · Creative Direction

Year2025

The Brief

What they came
to us with.

The Challenge

To create a hydration brand that cuts through a saturated, high-energy supplement market while still feeling credible, premium, and culturally relevant.

What They Needed

A complete brand system including identity, packaging, and creative direction that could scale across multiple product formats and future launches.

The Audience

Conscious athletes and high-performance individuals who prioritise long-term growth, routine, and mindset over quick wins.

Direction

A minimal, structured, and intentional design language. The system focuses on clarity, restraint, and strong typography to reflect discipline and consistency.

Colour System

Two palettes.
One system.

The primary palette forms the core brand architecture. The flavour palette maps to individual product variants — each colour assigned to a specific flavour.

Primary Palette — (21) colours

Off-White

Hex: FDFCF7

R: 253 G: 252 B: 247

White Down

Hex: EAEAD6

R: 234 G: 234 B: 213

Urban Chic

Hex: 515959

R: 81 G: 89 B: 89

Dark Grey

Hex: 1E1E1C