Hula Hai Natural Energy | Brand Book + Digital Design
Say ‘Hai’ to good times.
Decidedly delicious and expertly crafted, Hula Hai is a natural energy soft drink designed to elevate the everyday. From selectively sourced, plant-based recipes to a flavor portfolio that’s sophisticated and refreshing, Hula Hai isn’t just another energy drink—it’s your go-to for good times, anytime.
HiFi Brands was brought in to refine and evolve the brand identity—developing a confident yet accessible tone of voice, and a visual system that feels vibrant, natural, and aligned with the product’s core values.
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Strategy & Positioning
Brand Book
Tone of Voice
Art Direction
Copywriting
Website Design
Consulting
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The brand team prioritized speed to market, leading to a fast-tracked creative process.
Logo and packaging had already been established.
As a relatively new product in the U.S. market, there are stricter regulations around how we can communicate its benefits.
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There are plenty of natural energy drinks on the market, but most rely on loud, over-styled aesthetics rather than highlighting their core ingredients’ natural benefits and homeopathic roots in ancient Asian traditions.
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Built a strategy and brand identity around existing branding and packaging elements.
Developed product renders to showcase cans and communicate ingredient and flavor profiles to digital shoppers.
Worked with the brand team to craft a compelling story and "reason to believe."
Leveraged the website to deepen brand narrative, focusing on benefits, ingredients, and lifestyle.
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HiFi Creative Team
Allison Rosenwinkel - Strategy & Accounts
Paul Demyanovich - Creative Director
Creative Partners
Web Development - Week of the Website
