HYPERLYTE Liquid Performance is a high-carb hydration mix designed for endurance athletes. While much of the endurance nutrition space is dominated by euro-centric cycling images and vibes, HLP is a trail-centric brand that feels like it has some dirt under its feet. From branding to copy to imagery, it needed to hold its own against the established brands on the shelf, yet still stand out as uniquely geared for those who are accustomed to long days and nights in wild places.