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.
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.
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.
