A conceptual sparkling water brand that embraces restraint — and makes almost-flavor a feature, not a flaw.

Hint is a deadpan take on the flavored water trend: ultra-minimal, tastefully underwhelming, and proudly ambiguous. Each can features clean typography, near-monotone palettes, and subtle punchlines in place of traditional flavor descriptors (e.g., “Is it fruity? Or is your brain making that up?”). For this project, I developed the brand identity, tone of voice, and packaging direction — leaning into dry humor and intentional understatement. The mock campaign features unexpected characters and minimal styling to contrast the product’s almost-too-subtle flavor profile, making the “barely there” feel bold.

This concept explores the idea that not everything needs to shout to be heard. Sometimes, a hint is enough.