CURRENT / A BRAND AS FLUID AS IT’S PRODUCTS.
The founder of Hydroflask came to us with a smart water bottle and nothing else. The flask was cool. It could track hydration through a hardware lid and a phone app. But he needed a way to differentiate his product from the bazillion other bottles out there.
![](https://freight.cargo.site/t/original/i/4ac08aedaf084c1134275082ebf5be8b415cbf8de4181a877dfcb89aa5d9c6ad/planeta_current.gif)
First, we gave it a name – Current. It signifies a new, better way to hydrate, as well as the movement of water (we’re suckers for double entendre). Then we leaned into this idea of a fluid world. A place where you never know what opportunities or obstacles will come your way, but with improved hydration, you can better navigate them.
![](https://freight.cargo.site/t/original/i/2106bc48b0d857fa5db4219f260cf9ec206563c3534970fd401fc78af1fc3b43/Current-9.jpg)
![](https://freight.cargo.site/t/original/i/8741936c366029b999241226a8f1b83279f384dc2ff6c0092534835f6c67385b/M9.png)
![](https://freight.cargo.site/t/original/i/03e1d50aeb853c3cdaecd38561a7ab180bb6745d3d55a11479820ab43b1476d9/M8.png)
![](https://freight.cargo.site/t/original/i/a682abe95541842f1a40b994a0552b7bf8760a50cad95b60890446f86f2454b3/M5.png)
![](https://freight.cargo.site/t/original/i/e8a2a1709722f45db84aec65b248a7302d9c84100200253e53b5764d9b9532c2/M7.png)
![](https://freight.cargo.site/t/original/i/1cf506f7149342b5947e278b704f45cf8bb269c582a4141264b4469aa676851d/Tote-Bag.jpg)
![](https://freight.cargo.site/t/original/i/f09cffd057717f8a162a05e433419338d2116bec35fa6a1fe25317b1d859e9d0/M1.png)
![](https://freight.cargo.site/t/original/i/f93f348bc3e7ac9217dc80ef449ff35c23aeb03468a27cd8e7eb3d37e77bd2ed/M3.png)
![](https://freight.cargo.site/t/original/i/2dfd91ba83d50ef1c97ce0a8f55870de0649324689bcd286ca54e914f7849417/M2.png)
![](https://freight.cargo.site/t/original/i/91218ce39911d9565f6bffc78ffb7323fb6fb441e08877e2775235772509ec35/Current-10.jpg)