When? O 2 Launched in 2014, called itself “Oxygen -containing Recovery Drink”. What is that? This means that it is infected with oxygen to improve recovery. The O2 was marketed for the youth who exercise hard like their founders, Dave Coleina and Dan Kim, and it did great in the gym. But it struggled to reach the widespread retail.
Then it became clear. Retail buyers could not understand the phrase “oxygen -rich recovery”, and consumer research revealed a surprising disconnect: O2’s most engaged customers were women between 35 and 55 years of age – not young men!
It was time for a change. O2 hits the branding agency which we are bills. Here is how they dropped the brand down and then made it back.
Related: Customers want more than only one product – here is mentioned how to meet their expectations
step 1, define the problem.
This is the original O2 design. The bills are told by some problems: “People can be interpreted as a type of recycling symbol. Waves can transmit water, but can also make people busy.”
Silver metallic top was also a problem. It is often associated with energy drinks, which are not considered healthy – one of the largest sales points of O2. It also bends more masculine.
step 2, Rethink the vibe.
This is a series of alternative designs from the VR bill. Here is their thinking about each:
1. This is the simplification of the existing people. Blues help communicate hydration. Real materials are in front. Saturated colors communicate full taste.
2. It was inspired by the Lewis structure, which is a way to communicate the molecular structure of oxygen. Scientific design helps in creating a sense of rights.
3. This is the simplest way to communicate “water with oxygen”. A drop of water suggests that it is a hydrating drink. The scientific structure of O2 gives some rights.
4. This makes the brand a slightly higher premium. The custom form of Serif “O” is bold and memorable. “O” allows “2” nested for a symmetrical balance.
Related: Why most branding advice is wrong – and what really works
step 3, Refine the approach.
HeyGravity towards 2 options 1, which is the closest similarity of their original branding. “We already had many hundreds of thousands of customers who were drinking O2 regularly,” says Kolina. “So we did not want a new form that confuses them.”
But the changes have still clarified the original, shift. He swaps the language “oxygen -containing recovery” language for simplicity of “hydration”, and described the drink as a new type of sports drink. They dug silver for white to create a sense of cleanliness and an acceptable premium. The bright colors helped communicate the full taste, even if the liquid is clear.
step 4, Final the decision.
Once the O2 team chose their favorite design, it was refined to more clarity. He added “non-carbonated” to the top of the can, and the details and nutritional fact bubbles bubbles.
Related: 10 reasons why branding is important, even for startups
He also wondered how coaches would appear in retail. “When you have several compartments, to imitate a wave to block the color from the bottom,” we call the CEO of the bill and the cofounder Scott Rostrin.
Final results: O2 began a life as a “oxygen-rich recovery” drink for hyperthetic men, but is now a gender-plate, taste-focused, clean hydration drink for all. This is the reason that development for O2 has been unlocked, which you can now find nationwide nationwide in crossfit gym, yoga studio and life time fitness clubs.
When? O 2 Launched in 2014, called itself “Oxygen -containing Recovery Drink”. What is that? This means that it is infected with oxygen to improve recovery. The O2 was marketed for the youth who exercise hard like their founders, Dave Coleina and Dan Kim, and it did great in the gym. But it struggled to reach the widespread retail.
Then it became clear. Retail buyers could not understand the phrase “oxygen -rich recovery”, and consumer research revealed a surprising disconnect: O2’s most engaged customers were women between 35 and 55 years of age – not young men!
It was time for a change. O2 hits the branding agency which we are bills. Here is how they dropped the brand down and then made it back.
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