RAVE

Building a new culture around hydration

Brand positioning

Brand strategy

Four Two partnered with RAVE to break category monotony, to make hydration feel

cool, relevant, and fresh without compromising its core purpose.

Four Two partnered with RAVE to break category monotony, to make hydration feel cool, relevant, and fresh without compromising its core purpose.

It’s hydration with a brain. A burst of bold. A vibe that hits different.

RAVE isn't just a drink, it represents energy, excitement, and a new-age

hydration culture. They ’re not here to blend in with wellness shelves

full of fake promises, sugar crashes, and boring branding.

It’s hydration with a brain. A burst of bold. A vibe that hits different.

RAVE isn't just a drink, it represents energy, excitement, and a new-age

hydration culture. They ’re not here to blend in with wellness shelves

full of fake promises, sugar crashes, and boring branding.

Finding the Brand

in the Founder.

Finding the Brand

in the Founder.

Finding the Brand

in the Founder.

Atharva's world of artists, rap culture and nightlife shaped RAVE's initial vision. We saw an opportunity to translate that energy into a distinctive brand in the hydration category. To find that space, we started by looking at the market, the competition and the people we wanted RAVE to speak to.

And opportunity in a

tired category.

And opportunity in a

tired category.

With the founder’s vision, we studied the hydration category and consumer expectations to uncover gaps. The opportunity was to position RAVE beyond functional hydration.

As an energy, feeling, and culture. With the flexibility to evolve across flavors and formats.

With the founder’s vision, we studied the hydration category and consumer expectations to uncover gaps. The opportunity was to position RAVE beyond functional hydration.

As an energy, feeling, and culture. With the flexibility to evolve across flavors and formats.

Brand Positioning

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Hydration Reimagined

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Beyond Functionality

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Don’t Stop Exploring

Know more →

Brand Positioning

Know more →

Hydration Reimagined

Know more →

Beyond Functionality

Know more →

Don’t Stop Exploring

Know more →

We turned a category insight

into a brand story.

We turned a category insight

into a brand story.

Our research pointed to an opportunity to build RAVE beyond its functional benefits. We needed a narrative that could make hydration more engaging, give the brand a distinctive personality and create a foundation for its wider identity. We looked for a way to connect the category to a story people already knew.

There was once a thirsty crow, who used a smart way of hydration back then - a hustler, a doer, a problem-solver. And we realized that RAVE resonates perfectly with the crow. RAVE is all about getting what you want, staying sharp, and looking cool.

It’s your brain’s new favorite beverage.

And broke the monotonous look and feel of hydration drinks in India.

The design breaks away from the monotony of conventional hydration drinks, making hydration feel cool, relatable, and inclusive. Designed to fit seamlessly into concerts, gym sessions, and parties as a refreshing mixer, RAVE combines bold colors, expressive typography, and playful iconography to create a youthful identity that stands out on shelves and makes people feel connected to it.

Mascot Design

He is Peblo - He is the spirit animal of RAVE. Mascot inspired by the classic tale, reimagined for today. Smart, curious, and just a little too cool for your regular jungle tales. Bucket hat on, sunglasses low, sneakers laced, and shorts baggy - he walks (flies?) with the confidence of someone who’s figured it out.

Logo Design

We developed a bold, mixed-typography wordmark to give RAVE a youthful, energetic edge. Contrasting letterforms bring movement and individuality, while the crow’s beak subtly integrated into the ‘E’ connects the logo to Mr. Peblo and the brand’s story. The result is a distinctive identity built to stand out and stay recognisable.

Brand Colors

We moved away from the category’s clinical visual codes, using electric blue and vibrant yellow to give RAVE a high-energy identity that feels closer to youth culture than conventional wellness.

Packaging

With a diverse product portfolio, we developed a packaging system that challenged category conventions, carried RAVE’s bold visual language, and extended Mr. Peblo’s playful presence across every format.

The Lineup

RAVEPop

Low sugar. High volume. All day.

Product in Action

Product in Action

Low Sugar. High Volume.

RAVE

After dark

Made for the Wild

A flexible visual identity that commands attention wherever it goes, adapting seamlessly across categories, formats, and touchpoints while retaining its bold character and unmistakable brand presence.