When O2 launched in 2014, it referred to as itself an “oxygenated restoration drink.” What’s that? It means it is infused with oxygen to enhance restoration. O2 was marketed to younger males who train arduous, like its founders, Dave Colina and Dan Kim, and it did nice in gyms. However it struggled to succeed in wider retail.
Then it grew to become clear. Retail patrons did not perceive the phrase “oxygenated restoration,” and client analysis revealed a stunning disconnect: O2’s most engaged clients have been girls ages 35 to 55 — not younger males!
It was time for a change. O2 employed the branding company We Are Invoice. Here is how they tore the model down after which constructed it again up.
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Step 1: Outline the Drawback.
That is the unique O2 design. We Are Invoice identified just a few issues: “The emblem might be interpreted as a sort of recycling image. The waves can talk water, but additionally make the emblem busy.”
The silver metallic prime was additionally an issue. It is usually related to power drinks, which aren’t perceived as wholesome — considered one of O2’s biggest promoting factors. It additionally leans extra masculine.
Step 2: Rethink the Vibe.
These are a collection of different designs from We Are Invoice. Here is their fascinated about every can:
1. It is a simplification of the prevailing brand. The blues assist to speak hydration. Actual elements are on the entrance. Saturated colours talk full taste.
2. This was impressed by the Lewis Construction, which is a method of speaking the molecular construction of oxygen. The scientific design helps create a way of authority.
3. That is the best approach to talk “water with oxygen in it.” The drop of water exhibits it is a hydrating drink. The scientific construction of O2 lends some authority.
4. This makes the model barely extra premium. The customized type of the serif “O” is daring and memorable. The “2” nested within the “O” permits for a symmetrical stability.
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Step 3: Refine the Method.
O2 gravitated towards Possibility 1, which bears the closest resemblance to their unique branding. “We already had a number of a whole bunch of hundreds of consumers ingesting O2 considerably repeatedly,” Colina says. “So we did not need a redesign that confused them.”
However the modifications nonetheless marked elementary, clarifying shifts. They swapped out the “oxygenated restoration” language for the simplicity of “hydration,” and described the beverage as “a brand new sort of sports activities drink.” They ditched silver for white to create a way of unpolluted healthfulness and an approachable premium really feel. The intense colours helped talk the complete taste regardless that the liquid is obvious.
Step 4: Finalize the Resolution.
As soon as the O2 workforce picked their favourite design, it was refined for additional readability. They added “non-carbonated” on the prime of the can, and tweaked the outline and dietary truth bubbles.
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Additionally they thought of how the cans would seem in retail. “When you’ve a number of cans aspect by aspect, the colour blocking on the underside curves as much as mimic a wave,” We Are Invoice CEO and cofounder Scott Roslyn says.
The ultimate consequence: O2 started life as an “oxygenated restoration” drink for hyperathletic males, however is now a gender-neutral, flavor-focused, clear hydration drink for everybody. That is what unlocked development for O2, which now you can discover nationwide at CrossFit gyms, yoga studios, and Life Time health golf equipment.
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When O2 launched in 2014, it referred to as itself an “oxygenated restoration drink.” What’s that? It means it is infused with oxygen to enhance restoration. O2 was marketed to younger males who train arduous, like its founders, Dave Colina and Dan Kim, and it did nice in gyms. However it struggled to succeed in wider retail.
Then it grew to become clear. Retail patrons did not perceive the phrase “oxygenated restoration,” and client analysis revealed a stunning disconnect: O2’s most engaged clients have been girls ages 35 to 55 — not younger males!
It was time for a change. O2 employed the branding company We Are Invoice. Here is how they tore the model down after which constructed it again up.
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