The concept for HRU (How Are You) spawned several years ago following the passing of HRU’s founder, Jed’s father. Jed’s experience underscored the significance of communication and the support of our social circles, sparking the idea to create a market-leading seltzer that encourages more conversation around the table.

To kickstart the branding process, we established some legs of solid foundation with a comprehensive brand strategy. Drawing inspiration from Y2K characteristics, we built the brand from the ground up, beginning with a wordmark that struck a balance between nostalgia and timelessness. Recognizing that the primary target audience was young adults, we complemented the branding with a rich and punchy colour palette, along with a brandmark designed to resonate with this demographic.

The branding continued to evolve as we applied it to the can’s packaging, giving HRU its distinctive identity. A deliberate decision was made to differentiate the brand’s colours from the packaging’s colours, allowing room for future flavour expansions. With a two-colour pattern, we introduced HRU’s inaugural seltzer offerings: Berry and Bloody Orange. We extended the initial branding to the website and social media platforms, cultivating a consistent brand identity that is now stocked in numerous stores across Melbourne and available online at Dan Murphy’s.

As we built this brand, we had a strong sense that it would be something special, and to this day, it remains one of our personal favourites.

Founder: Jed Rule
Website: hrudrinks.com
Socials: Instagram

Website Development: Kim Maxwell