Sashet – The Hydration Break Through Of Our Time!

Sashet™ — Building a Neo-Nostalgic Hydration Brand

Sashet™ began with a shared ambition: to create a hydration brand that felt culturally relevant, emotionally engaging, and genuinely enjoyable to interact with. In a category dominated by clinical aesthetics and performance-first messaging, we saw an opportunity to build something with personality, optimism, and broad consumer appeal.

Early in the process, I proposed the name Sashet™, a distinctive twist on the familiar word “sachet.” The name felt playful, memorable, and inherently connected to the product format, while providing a strong foundation for a larger brand story.

From the outset, my creative vision was to position Sashet™ within a neo-nostalgic world. Rather than borrowing cues from traditional sports nutrition, the brand would draw inspiration from iconic consumer products, classic soft drinks, convenience-store culture, and the colourful optimism of past decades. The goal was not to create a retro brand, but to reinterpret familiar cultural references through a contemporary lens, making hydration feel exciting, accessible, and fun.

One of the most rewarding aspects of the project was the highly collaborative relationship that developed throughout the brand-building process. Founders Taryn O’Donnell and Rob Tucker were deeply involved at every stage, contributing ideas, challenging assumptions, and helping shape the direction of the brand. Under Taryn’s leadership as Brand Director, the project evolved beyond a traditional client-designer relationship into a genuine creative partnership. Through ongoing collaboration, discussion, and refinement, we collectively shaped the tone, positioning, and personality of the brand.

Together, we built a brand world that balances nostalgia and modernity, function and emotion. From the distinctive yellow colour palette and bold typography to the flavour-led packaging system and playful tone of voice, every element was designed to create an immediate connection with consumers while standing apart from category conventions.

The digital experience was developed with the same collaborative spirit. I created the original website creative direction and visual mockups to establish how the Sashet™ brand would translate into an online environment. The team at I Love New Work then expanded upon this foundation, bringing the vision to life through thoughtful design development, technical execution, and user experience. Their work transformed the initial concepts into a polished digital platform that captures the energy, personality, and optimism of the brand while creating a seamless connection between product and consumer.

The result is a hydration brand that places culture, flavour, and enjoyment at the centre of the experience. Sashet™ demonstrates what can happen when founders, brand leaders, designers, and developers work together toward a shared vision—creating something that feels both instantly familiar and entirely new.

Credits

Brand Identity, Website Design, Naming & Creative Direction: Candy Brophy
Clients & Brand Founders/Strategists: Taryn O’Donnell & Rob Tucker
Website Design & Development: I Love New Work
Brand: Sashet™ Hydration