Launched in 2019, air up® is an innovative water bottle system that “flavors” plain water through scent, delivered by custom pods. This system tricks the brain into tasting the intended flavor with zero calories and zero sugar. Co-founded by five friends in Germany, the idea originated from Tim Jäger and Lena Jüngst’s bachelor thesis. The initial run of 80,000 starter sets sold out in six weeks, and the company has been growing rapidly since. As air up® continues to expand globally, it has introduced a new identity designed by Mother Design.
Mother Design developed this new identity to position the brand as an aspirational lifestyle option, engaging many audiences. The updated logo aims to increase clarity and impact, retaining familiarity while introducing a fresh visual language. The logo evolution features thicker letters and narrower spacing, creating a tighter, more balanced unit. The position of the “a” was adjusted for a smoother look.
The new brand identity reflects the universal tension between responsibility and the desire for play and freedom. This concept is visible in the custom typeface, air up® sans, and the secondary typeface. The vibrant color palette, inspired by air up® flavors, is grounded in subtle gradients and an orderly grid. The more muted colors of the art direction are complemented by whimsical styling, creating a playful and joyful tone brought to life with fluid, expressive motion.
The highlight of the new identity is the unicase typeface by Hot Type. Bold and well-balanced, it features distinctive “i”s that break the unicase format by being shorter, symbolizing the adult-self and inner-child concept. The oversized punctuation marks add to the playful nature of the design. The “a” character is too large, and a double-story “a” might have tied it better with the logo.
Mother Design used generative technology software to visualize the concept of taste experienced through smell and the range of flavors captured with the interchangeable pods. 3D design tools such as Nomad Sculpt and Spline created a tangible visual language reflecting this new sensory experience.
The revamped identity aims to position air up® as a premium yet approachable brand in the health and wellness market. The playful design elements are intended to appeal to a broad audience, making the brand relatable and engaging. The updated website and marketing materials feature the new design, ensuring consistency across all touchpoints.
The new visual identity bridges the gap between functionality and playfulness. The refined logo and vibrant design elements help position the brand as an innovative leader in health and wellness. By focusing on themes of responsibility and play, air up® aims to attract a diverse audience, reinforcing its commitment to healthy living and sensory enjoyment.
