Orelé is a hydration ritual,

Orelé is a hydration ritual, basically a small daily habit that's meant to feel like a treat rather than a chore. They wanted to take functional wellness somewhere softer and more indulgent, so it needed to feel elevated but still easy enough that you'd actually reach for it every day.

The whole thing hangs off one line, "a daily pour, made for hydration." Something you look forward to, not just something that's good for you.

So we built the identity and packaging around that. A bold checkerboard, a strong logotype and a rich red palette to give it a sense of occasion, then kept the styling soft so it still feels a bit luxurious. It honestly looks more like a beauty product than a sachet of electrolytes, which was the goal.

Brand identity, packaging and art direction.