Cure Hydration
Better hydration, by design.
Cure had a strong product story: science-backed hydration, clean ingredients, and a seriously good lineup of flavors. But in a category flooded with functional claims, wellness clichés, and a lot of table salt???, the brand needed a voice that could make hydration feel smarter, easier, believable, and achievable.
I helped translate that foundation into a sharper brand voice and messaging system—one with the credibility to talk science, the appetite appeal to launch new flavors, and the wit to make everyday hydration feel like something people actually wanted to build a habit around.
voice & messaging
I created Cure’s chill-but-credible insider: a voice rooted in real hydration science, but never clinical.
The system embraced Cure’s authority while cutting through with dry humor, quick wit, and cultural fluency—built for an audience that’s smart, curious, health-aware, and a little tired of hype.
brand system
Across voice guidelines, messaging frameworks, and channel copy, I helped clarify how Cure talks about efficacy, ingredients, routines, and what hydration unlocks: clarity, energy, and vitality— all without falling into wellness cliché.
website relaunch
I helped translate Cure’s product story into a clearer digital experience—tightening education, benefit messaging, product architecture, and conversion copy. The goal was to make the site feel more editorial and modern while still supporting a high-performing DTC journey.
flavor launches
Each new flavor created its own little world, while still living in the bigger brand universe. From new flavors to energy line extensions, the work brought more appetite appeal, campaign cohesion, and brand personality to every touchpoint.
kids line
For Cure Kids, I extended the core Cure voice into a warmer, more playful parent-and-kid dynamic.
It stayed clean, credible, and slightly cheeky, but with a delightful wink—putting a few grass stains on the more polished parent brand.
system in practice
Across launch and beyond, the system scaled through voice and visuals—supporting customers with clear guidance and a bit of wit at every step of the journey.
created for cure hydration
creative direction: jess blank