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Project Description
Background
Hazlo is a “Better For You” non-alcoholic beverage brand that crafts sparkling water infused with all-natural ingredients, electrolytes, antioxidants, and adaptogens. Founded by Sam, a software sales professional who sought to maintain a healthier lifestyle during frequent corporate outings, Hazlo was born to make every drinking experience refreshingly inclusive and just as fun as traditional social beverages.
While Hazlo’s mission resonated with its audience, the brand’s initial packaging and identity lacked the vibrancy and sophistication needed to fully capture its value proposition. Hazlo engaged Luxpiration to lead a comprehensive rebranding initiative aimed at redefining its visual and emotional appeal to a modern, health-conscious consumer base.
Objectives
- Elevate Brand Identity: Redesign the brand’s visual elements to reflect its dynamic, inclusive, and health-forward ethos.
- Enhance Packaging Appeal: Develop packaging that stands out on crowded retail shelves while communicating Hazlo’s key benefits.
- Boost Consumer Engagement: Create a cohesive brand experience that resonates with Hazlo’s target audience and reinforces its mission.
Brand Identity Development
- Discovery Phase: We conducted a deep dive into Hazlo’s brand story, values, and competitive landscape. Our insights revealed an opportunity to highlight Hazlo’s emphasis on inclusion and wellness through bold, approachable visuals.
- Design Concept: We conceptualized a brand identity featuring:
- A refreshed logo with a modern, clean typeface and a subtle spark motif, symbolizing energy and inclusivity.
- A vibrant color palette inspired by natural ingredients, combining refreshing hues like citrus orange, aqua blue, and berry purple.
- Playful yet refined iconography to represent key benefits like “All-Natural,” “Antioxidants,” and “Adaptogens.”
Packaging Design
- Visual Hierarchy: Our packaging designs prominently showcased Hazlo’s unique selling points (e.g., sparkling water, all natural, electrolytes) in an easy-to-read format.
- Material Selection: We recommended sustainable packaging materials, aligning with Hazlo’s commitment to wellness and environmental consciousness.
- Retail Presence: Bold, eye-catching color block packaging was integrated to ensure shelf visibility while maintaining brand cohesion.
Conclusion
Luxpiration’s rebranding of Hazlo successfully transformed the brand into a vibrant and compelling player in the healthy beverage market. By aligning design with purpose, we helped Hazlo refresh inclusively—one sip at a time.