YoUp is a playful next-gen wellness drink made from Vietnamese aloe vera
turning local agriculture into a fresh, honest alternative to energy drinks, designed for feel-good hydration and everyday balance.
Target Customer
Young urban consumers (Gen Z & young Millennials)
care about wellbeing, aesthetics,and authenticity—seeking a clean,
feel-good alternative to energy drinks without fake “health” claims.
Honest Wellness
Design-Driven
Playful with Purpose
Nature-Led Balance
Young consumers seek a form of wellness that feels light,
honest, and emotionally supportive
—something that fits into daily routines
rather than pushing performance.
Insight
Most wellness beverages in the market are
positioned either as energy boosters
or “healthy” alternatives, leaving little space for a drink
that gently awakens the body and mind without
stimulation or pressure.
Problem
Design a playful, nature-led brand that presents hydration
as a soft wake-up ritual—fresh, transparent, and calming,
rooted in natural ingredients.
Design Direction
Concept Comparison
Traditional
YoUp - Direction
SKU' Concept Mascot
Alive
Playful
Relatable
YoUp’s mascot is inspired by aloe vera and designed as a friendly, expressive character that reflects gentle energy and everyday balance.
Instead of being a static symbol, the mascot interacts with users in playful ways, helping the brand feel more relatable to a younger audience.
Acting as a bridge between the product and consumers, the mascot stays visually consistent with existing SKUs
while remaining flexible across flavors and touchpoints. This approach strengthens YoUp’s identity as a modern, design-led wellness brand
that feels human and approachable.
Mockup SKUs
