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Social Care & Tech

Tracking hydration to save lives - That's a healthy disruption! How do you take a first of it's kind med-tech product to market?

The hero image for Aquarate, a project of Liverpool based design agency, Hopeful Studio.


Identity Discovery
Market Awareness
User Revelation
Brand Development
Creative Direction
Art Direction

Social challenges

More than 100 over 65s died because of dehydration or malnutrition last year, according to data from the Office for National Statistics. In a world where every step we take is meticulously tracked and our heart rates are continuously monitored, why should we settle for outdated manual logs and relying on memory to track our fluid intake?

Client offering

Aquarate is a smart cup that effortlessly and automatically tracks every sip you take, down to the last millilitre. Giving you more time to do what you do best – providing love, care, and attention to those who need it most.

One of the key stand out revelations in the persona building was that the marketing strategy is not end-user focused, it's buyer focused. The people using the cup, aren't the people buying the cup.

The people using the med-tech cup are over 65's and not interested in what cup they use for their water intake.

The people buying the cup are time poor, slightly stressed 30-40 year old case workers trying to keep tabs on order quantities and fluid intake monitoring.

This un-lock provided a key pivot in how the product is positioned.


With only a logo as a brand asset, Aquarate needed a go to market brand strategy that would empower them to distrust, again traction and evidence a quality offering to new customers weekly, even daily.

Their current brand voice and visualisation was outdated and lacked conviction.

The values and barriers image for Aquarate, a project of Liverpool based design agency, Hopeful Studio.

Hopeful value

Through co-production, our studio provided detailed discovery workshops that allowed us to un-ravel the brand persona, core value system and consumer buying persona's. This insight with the support of further quantitive data analysis provided by the client, brought a great clarity to the initiative.


The brand is still in a phase of development. We've uploaded it's journey to our portfolio page to showcase the art and design direction involved.

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