Current – A Brand as Fluid as its Products Share: Unusual Score Awaiting client review n/a Date Published 3 October 2023 Reading Time 1-Minute Read A snapshot of how Unusual helped a drink bottle manufacturer make their product stand out in a competitive market. The Challenge The founder of Hydroflask came to us with a smart water bottle and nothing else. The flask was cool. It could track hydration through a hardware lid and a phone app. But the founder needed a way to differentiate his product from the many other bottles out there. The Solution First, we gave it a name: Current. It signifies a new, better way to hydrate, as well as the movement of water. Then we leaned into this idea of a fluid world, a place where you never know what opportunities or obstacles will come your way; but with improved hydration, you can better navigate whatever lies ahead.