Electrolytes have never looked this good: ADDRESS ARTS’ gives Cadence™ a sexy, stand-out look

Cadence™ is here to make sure you’re taking your hydration seriously. The science-backed carbonated beverage is packed with three key electrolytes – sodium, potassium and magnesium – that elevate cognitive and physical performance. The drink, which leads with the idea that ‘water is not enough’ for your daily hydration, received a stripped-back, yet impactful look from global multidisciplinary design studio ADDRESS ARTS. To simplify the science behind electrolytes, the team decided to take a typographic approach, starring a bold, unmissable wordmark set in Exposure. “Exposure was one of the first typefaces we explored for the wordmark, and while we changed it many times throughout the project, we still returned to it,” Founder & Creative Director Amr Elwan tells us. “The beautiful, almost illegible weight it has made it compelling for a brand with grit that talks about the rhythm of daily discipline.” The variable typeface by 205TF can be tweaked to either strip the characters of their weight, making details disappear, or at the other extreme, the letterforms can thicken to a point where they almost bleed into each other. The team decided to tighten the letterforms, with the edges slightly touching each other, representing the fluidity of water. To offset the almost bulbous wordmark, ADDRESS ARTS leaned on the utilitarian legibility of Neue Montreal and Editorial New by Pangram Pangram, adding a certain clarity to the typographic palette. The generous use of negative space, and a primarily black-and-white palette – barring a small pop of green to spell the ‘Citrus’ flavour – adds a sporty edge to the look.