Happy Being.

Tastes good. Works even better.

Happy Being's promise is interesting: a refreshing, post-workout beverage that tastes good while actually being good for you. When I first started working with them, I was skeptical. We've all seen the grocery store aisles lined with bottles and bottles of stuff advertising Taurine (what is it?) and vitamin fill-in-the-blank. By and large it's marketing hogwash, and no one is guiltier than the beverage industry.

But these guys were real science dorks. Could-barely-make-eye-contact science dorks. The more they threw out words like pterostilbene, cap-18, and epigallocatechin gallate without missing a beat, the more the project sounded interesting to me.

Each bottle of Happy Being contains the same amount of phytonutrients (their words, not mine) as cramming 1 million blueberries into your mouth.

What do you get when you combine a positive outlook and a clean bill of health?

The brand name already exudes positivity, so I knew the voice and tone had to follow suit. But using science-speak in a few words – and in a fresh way – isn't easy.

The copy had to feel refreshing without being too cute. It had to be clear and straightforward because the science wasn't. Most importantly, it had to communicate benefits with a positive outlook on life. The post workout crowd should be able to have their health and drink it too.