Introduction
Brand strategy
Visual Identity
Product Design
Packaging
Campaign Development
The hydration market is crowded with promises.
More energy. More clarity. More everything. Powders, pills, drinks, all competing to make you feel like a better version of yourself. But most of them treat wellness like maintenance. Something you keep up with.
Finnsul saw it differently. Not as upkeep, but as ignition. Not something you manage, something you activate.
Born from Finn, Sully, and their mother Maureen Kelly, who founded Tarte Cosmetics and built an entire category around clean beauty, the brand started with a simple question: What if your daily mix didn’t just support your routine, but sharpened it?
The Opportunity
Electrolytes hydrate. Nootropics focus. Most brands treat them as separate benefits, stacked together like features.
The opportunity was to unify them into a single experience. Not hydration plus focus, but a state. Clear. Charged. Ready.
In a category that leans soft, calm, and vaguely aspirational, Finnsul had the chance to feel active. Elemental. Alive.
The Insight
People don’t reach for wellness when things are going well. They reach for it when they need to get back in sync. After the long day. Before the big moment. Somewhere between foggy and locked in.
That shift isn’t gradual. It’s a snap. A charge.
Finnsul isn’t about becoming someone new. It’s about returning to yourself, faster.
The Brand
We built the brand around a simple principle:
focus, clarity, and charge.
At the center of the identity is the idea of the charge. A visual and conceptual system that represents the moment everything clicks. The product isn’t just consumed, it activates.
The mark and graphic language carry a sense of energy moving through form. Repeating pulses. Expanding fields. A rhythm that feels both controlled and alive.
The Brand
The visual world draws from the natural environments Finn and Sully were shaped by. Coastlines, mineral textures, light hitting water, wind across surfaces.
Color moves with intention. Clean, but not sterile. Charged, but not chaotic. Typography is direct and grounded. It holds the system together while everything else moves.
The result is a brand that doesn’t float in the wellness space. It cuts through it.
The Messaging
The identity gives Finnsul its energy. The messaging gives it direction.
Everything ladders back to the same idea: the moment of activation.
Live Clearly.
Mindful Hydration for Modern Minds.
Finnd Your Focus.
Short, direct, built to hit at the exact moment the product is used.
The system flexes across formats. On pack, in social, in motion. Always returning to the same shift, from scattered to sharp.
Brand in Action
Finnsul was designed to live in motion.
Packaging becomes the first interaction with the charge. A tactile, visual signal of what’s inside. Social content captures the before and after without over-explaining it. Movement, texture, energy building and releasing. Campaign moments tap into real transitions. Early mornings, late nights, the space between effort and execution.
The brand doesn’t tell you you’re better. It shows you what it feels like when you are.
The Launch
Finnsul launched with three SKUs, three flavors of its electrolyte and nootropic drink mix, alongside a variety pack.
At launch, the brand leaned into a family-driven narrative centered on its founders, a natural evolution of the story behind it. The system we built remains the foundation. A brand designed to capture a feeling most people recognize instantly.
The moment things click.
Results
– 50,000 per waitlist pre launch
– All flavors sold out within 24 hours
– Landed a deal with Ulta to be in 1500 stores nationwide
– Became the most viral product in the category
“Flagship delivered such impressive work that was far beyond our expectations: smart, distinctive creative that feels true to our founders and the surf lifestyle, with packaging and storytelling that will actually stand out on shelf.”
