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 exhausting, like its founders, Dave Colina and Dan Kim, and it did nice in gyms. But it surely struggled to succeed in wider retail.
Then it grew to become clear. Retail consumers did not perceive the phrase “oxygenated restoration,” and client analysis revealed a stunning disconnect: O2’s most engaged prospects have been ladies 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 Downside.
That is the unique O2 design. We Are Invoice identified a couple of issues: “The brand may very well be interpreted as a sort of recycling image. The waves can talk water, but additionally make the emblem busy.”
The silver metallic high was additionally an issue. It is usually related to power drinks, which aren’t perceived as wholesome — one in all 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 enthusiastic about every can:
1. It is a simplification of the present emblem. 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 manner of speaking the molecular construction of oxygen. The scientific design helps create a way of authority.
3. That is the only solution to talk “water with oxygen in it.” The drop of water reveals 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 Strategy.
O2 gravitated towards Choice 1, which bears the closest resemblance to their authentic branding. “We already had a number of lots of of hundreds of consumers consuming O2 considerably recurrently,” Colina says. “So we did not desire a redesign that confused them.”
However the adjustments nonetheless marked basic, 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 brilliant colours helped talk the total taste although the liquid is evident.
Step 4: Finalize the Resolution.
As soon as the O2 crew picked their favourite design, it was refined for additional readability. They added “non-carbonated” on the high of the can, and tweaked the outline and dietary reality bubbles.
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In addition they considered how the cans would seem in retail. “When you may have a number of cans facet by facet, 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.
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 exhausting, like its founders, Dave Colina and Dan Kim, and it did nice in gyms. But it surely struggled to succeed in wider retail.
Then it grew to become clear. Retail consumers did not perceive the phrase “oxygenated restoration,” and client analysis revealed a stunning disconnect: O2’s most engaged prospects have been ladies 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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