When O2 launched in 2014, it known 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 onerous, like its founders, Dave Colina and Dan Kim, and it did nice in gyms. Nevertheless it 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 shocking 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 Downside.
That is the unique O2 design. We Are Invoice identified just a few 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 prime was additionally an issue. It is usually related to power drinks, which aren’t perceived as wholesome — one in all O2’s best promoting factors. It additionally leans extra masculine.
Step 2: Rethink the Vibe.
These are a sequence of different designs from We Are Invoice. Here is their excited about every can:
1. It is a simplification of the present emblem. The blues assist to speak hydration. Actual components are on the entrance. Saturated colours talk full taste.
2. This was impressed by the Lewis Construction, which is a approach of speaking the molecular construction of oxygen. The scientific design helps create a way of authority.
3. That is the only strategy 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 Method.
O2 gravitated towards Possibility 1, which bears the closest resemblance to their authentic branding. “We already had a number of lots of of hundreds of shoppers ingesting O2 considerably usually,” 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 brilliant colours helped talk the complete taste despite the fact that the liquid is obvious.
Step 4: Finalize the Choice.
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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In addition they thought of how the cans would seem in retail. “When you might 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 end result: 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 known 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 onerous, like its founders, Dave Colina and Dan Kim, and it did nice in gyms. Nevertheless it 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 shocking 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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