Up&Run set out to establish itself as India’s first hydration-only brand in a category largelydominated by sugary drinks, low-sodium formulas, and clinical solutions. We were brought into define what hydration could mean beyond a functional product, and build a brand thatplaces it at the center of everyday life.

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We shaped the brand around the idea that movement is the essence of living. Up&Run wasenvisioned as a system that supports this movement across all ages and lifestyles whetherit’s an athlete pushing limits, a professional navigating long days, or a child constantly inmotion. Hydration was reframed not as an occasional need, but as a daily enabler of energy,recovery, and performance.

The brand was built on the belief that hydration should be simple, honest, and need-based.This translated into a voice that is clear and encouraging, a visual language rooted in motionand energy, and a product system designed to fit seamlessly into real, fast-paced lives. Frommovement-led illustrations and dynamic photography to structured packaging andeducational communication, every element was designed to reinforce the idea of continuous momentum.

The result is a comprehensive brand system spanning strategy, verbal identity, visual identity,and packaging that brings clarity and purpose to a cluttered category. Up&Run emerges notjust as a product, but as a daily companion that supports how people move, perform, andlive.

  • PROJECT TYPE

    Brand Strategy & Packaging Design

  • CLIENT NAME

    Chanakya Shah & Ritu Hathi

  • SOCIAL MEDIA

    @upandrun_in

  • PROJECT SCOPE

    Consumer Research
    Brand Strategy
    Visual Identity
    Packaging Design

  • TIMELINE

    2–3 Months

  • YEAR

    2026

  • AUTHORS

    Khushika Pahwa
    Harshil Shah
    Archie Jain

    BRAND DIRECTOR
    CREATIVE DIRECTOR
    LEAD DESIGNER

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