Brand Strategy · Buyer Persona Research · Brand Messaging · Visual Identity · Packaging Design (Print-Ready) · Message Testing · Launch Strategy
Hybrium Balanced Electrolytes
From blank page to shelf-ready — a category-creating brand built for the generation that earned their health.
CPG · Supplements · Healthy Aging
The Situation
There is a gap in the hydration and supplement market that many brands overlook. On one end, there are products built for athletes and intense performance. On the other, there are products designed around specific medical concerns. In between are people who want better everyday hydration, cleaner ingredients, and products that support their overall wellness without feeling extreme, clinical, or overly sports-driven.
Hybrium was created to serve that space with a balanced electrolyte product designed to support hydration while also offering added wellness benefits through thoughtfully selected botanicals. While the primary audience includes adults 50 and older who are focused on healthy aging, longevity, and feeling their best, the opportunity also extends to secondary audiences such as health-conscious consumers and people following specific diets or wellness routines due to personal health goals or conditions.
When the founder came to 712, he had a strong product idea and a clear sense that there was room for something different in the market. What he needed was a full brand foundation: strategic clarity, audience definition, messaging, a visual identity system, and packaging that could communicate the product clearly and credibly.
What we Built
Brand Strategy / Brand Blueprint
712 Creative developed a full Brand Blueprint to give Hybrium a clear strategic foundation before launch. This included competitor and positioning research to better understand how other hydration and supplement brands were showing up in the market, where they were blending together, and where Hybrium had room to differentiate. We also developed a full buyer persona deck that defined not only the brand’s core 50+ audience, but also relevant secondary audiences such as health-conscious consumers and people with diet-specific needs. From there, we created complete brand messaging and a communications playbook outlining the brand’s personality, voice, tone, and communication style. The final piece was a high-level brand execution and marketing strategy to guide launch and future growth.
Visual Identity
712 Creative created a full visual identity system including logo, color palette, typography, and supporting visual language. Because the primary audience includes older adults seeking wellness, balance, and trust, the identity was intentionally designed to feel calm, steady, elevated, and health-conscious rather than loud, aggressive, or athlete-centric. This helped Hybrium stand apart from the brighter, more intense visual style commonly seen in the hydration category. We also created supporting branded materials including business cards and social media headers.
Packaging Design
712 Creative designed packaging for the variety pack as well as the individual stick packs inside it. The packaging needed to communicate the product clearly, reflect the new visual identity, and balance functional product information with a clean, approachable presentation.
Social Content
Message Testing
712 Creative created and launched a message testing campaign on Facebook to evaluate how different messaging concepts resonated with the audience. The purpose was to learn which value propositions, themes, and angles generated the strongest response before moving further into launch efforts. Those insights are now being used to refine and strengthen the brand strategy.
The Shift
Hybrium moved from being a strong product idea to becoming a strategically developed brand with a much clearer market position. The brand speaks to adults 50+ seeking balanced hydration and healthy aging support, but also to additional health-conscious audiences who are looking for cleaner, smarter wellness products that align with their lifestyle and dietary needs.
The messaging reflects the fuller value of the product — not just hydration, but balanced wellness support through electrolytes and beneficial botanicals. Visually, the brand stands apart from athlete-driven competitors with a calmer, more grounded identity designed to feel credible, appealing, and appropriate for its intended audience.
Feedback provided on collaboration calls
"Every day I work with you, I am convinced that I picked the right person for this project."
"I was really looking forward to today, and I didn't want to have any expectation, but you blew me away."
"Thank you so much. You made my day. I'm very happy for what I saw."
