Karly
Recovery before regret
IndustryLifestyle Beverage
Recovery before regret
Services
- Brand Strategy
- Brand Identity
- Art Direction
- Packaging Design
- Campaign Design
- Marketing Assets
BRAND STRATEGY | BRAND IDENTITY | ART DIRECTION | PACKAGING DESIGN | CAMPAIGN DESIGN | MARKETING ASSETS
Brief
Karly is a functional beverage brand created for the nightlife generation. While most electrolyte drinks speak to athletes and performance, Karly reimagines hydration through the lens of club culture. The challenge was to design a brand that feels as relevant at 2 AM as it does the morning after, making recovery a natural part of the night rather than an afterthought.
About the branding
Karly was designed to feel like it belongs behind the bar of a club rather than on a pharmacy shelf. Inspired by the graphic systems of nightlife culture, from rave flyers and ticket stubs to backstage passes and wayfinding signage, the identity turns functional hydration into part of the club experience. Each flavour represents a different state of the night, expressed through bold typography, technical metadata, and a structured visual system.
Visual Language
The visual language feels like it’s been through the night itself. Harsh flash, motion blur, worn surfaces, scratched objects, and imperfect prints create a world that feels lived-in rather than designed. Every touchpoint becomes a small artifact of nightlife — something found in a pocket, left on the bar, or carried home at 4 AM.
Concept
The concept is built around the idea that every night brings out a different version of ourselves. From unexpected encounters to spontaneous decisions and the moments in between, Karly celebrates the unpredictable nature of nightlife. Each flavour captures a different state of the night, turning a functional drink into an expression of the moment.
Saving brands
from being boring.