2024

AFTER

How do we make an electrolyte drink feel less like a health product and more like an excuse to live fully?

Created for a younger generation, AFTER was designed to move beyond the bland, corporate codes of the electrolyte category and speak directly to a culture of spontaneity, nightlife, movement, and pleasure. The brand is built around one simple belief: do what you want now, and recover after.

For this project, we developed the brand campaign “Vive lo mejor ahora. Después, After” (which translates to “Live the best now. Then, After”, playing on the double meaning of after as both “later” and the product, in the recovery that follows.)

Through bright colors, optimistic storytelling, and an AI-driven visual campaign featuring impossible adventures, AFTER became a brand about saying yes: after going out, after working out, after the festival, after the trip, after every moment worth living.