Mythology Brings Flavour to the Fore in Hint Water Refresh

Flavoured still water brand Hint has launched a new brand identity and creative platform, created by New York-based agency Mythology.

Positioning the brand as ‘water for people with taste buds’ the new identity taps into the current trend of ‘better for you’ beverages and expresses Hint’s innate tension: pure water that actually tastes like something you crave.

Across the new visuals and integrated campaign, Mythology has made flavour the hero, putting taste and appetite appeal at the forefront. “Our brief from Hint centred around elevating and clarifying their position as the #1 unsweetened still water brand in the US,” says Sophie Mascatello, head of design at Mythology.

“For the rebrand, we made natural flavour dynamic through the hyperreal depiction of real ingredients in the context of water, bringing an artful and appetising freshness to the package.”

According to SPINS and IRI data, and with over 350,000 5-star reviews online, Hint is the #1 unsweetened flavoured water brand in the US. And according to Hint CEO Michael Pengue, at its core, it’s always focused on making water consumption a more enjoyable experience.

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“Today’s consumer is craving accessible and attainable ways to stay hydrated and feel good that don’t require any sacrifice,” said Michael. “With this brand refresh, we’re re-staking our role as a category leader and bringing new energy and creativity to a space that’s ripe for disruption. Hint has always been of the moment, but now we’ll be hard to miss.”

The new visuals and integrated campaign will debut in May.