Client

CamelBak

Agency

Combo

Categories

Campaign Identity
Packaging Design
Art Direction

Year

2023

Founded in 1989, CamelBak is the original performance hydration brand, pioneering hands-free hydration and redefining how people hydrate and perform. For the launch of its Thrive series, we developed the packaging, art direction, and campaign identity.

Rooted in on-the-go mobility, the identity translates performance into a more expressive, lifestyle-driven visual language. Built around Thrive’s 100% leak-proof design, the system reinforces confidence in motion—bringing clarity and energy across every touchpoint. Anchored by “Ready. Set. Thrive.”, the campaign was designed to generate excitement around the new line while expanding CamelBak’s presence beyond outdoor performance into a more urban, everyday context.

Creative Director

Kapono Chung

Design

Erick Sanchez
Marinique Mora

Strategy

Greg Matson
Brendan Chareoncharutkun