Struggling to Explain What You Sell? This Beverage Brand Was Too — Until It Tried This 4-Step Fix

Branding Lessons Every Young Entrepreneur Can Steal from O2’s Pivot

When O2 launched in 2014, it had a bold vision: to create an “oxygenated recovery drink” for hard-training gym guys. Founders Dave Colina and Dan Kim, both fitness junkies, imagined it flying off shelves in CrossFit boxes and supplement stores. And in the beginning, it did—at least inside gyms.

But outside that niche? Crickets.

Buyers were confused. What does “oxygenated recovery” even mean? Consumers weren’t connecting. And here’s the twist: the people actually buying the drink? Women, ages 35 to 55. Not sweaty 20-something dudes.

This mismatch exposed a painful but powerful truth: the brand’s messaging didn’t match its audience. And it was costing them growth.

That’s when O2 brought in the creative branding agency We Are Bill, who helped reimagine everything—from the vibe to the language to the packaging. The results? O2 went from an overly masculine niche product to a clean, colorful hydration drink with national retail presence.

Here’s the breakdown—and what you can learn from it.

🧠 Step 1: Identify the Real Problem (Not Just the Symptom)

The team at We Are Bill started by dissecting the old branding:

• The logo looked like a recycling symbol (confusing).

• The wave icon felt cluttered and didn’t clearly communicate hydration.

• The silver metallic can screamed “energy drink”—not “clean, healthy hydration.”

• The brand tone skewed masculine, turning off a broader (and actual) customer base.

Takeaway for entrepreneurs:Before you try to grow faster, stop and ask: Is my message actually resonating with the people who are buying? Sometimes, your assumptions are wrong—and your audience is trying to tell you that.

🎨 Step 2: Redesign the Vibe — But Keep It Rooted

The team explored multiple design concepts, each with a different feel:

1. Hydration-first, flavor-forward: Simplified logo, clear color coding, ingredients on display. Friendly and functional.

2. Science-driven: A Lewis structure (oxygen molecule) added credibility and emphasized the “O2” name.

3. Minimalist authority: A water drop and molecular symbol to signal purity + purpose.

4. Premium but approachable: A custom “O” with the 2 nested inside—clean, striking, and memorable.

Each design told a different story, appealing to different instincts: health, science, purity, or premium quality.

Key move? They didn’t forget their roots.The final choice leaned on Option 1, closest to their original look—so they didn’t alienate their loyal customers.

Takeaway for entrepreneurs:You don’t have to throw everything away to evolve. Find the thread worth keeping, and weave your new story around it.

💬 Step 3: Simplify the Language, Clarify the Promise

Let’s be real: “oxygenated recovery” sounds like it belongs in a sci-fi lab, not on a grocery shelf.

So the team scrapped it. Instead, they simplified the message:

“A new kind of sports drink.”“Clean hydration.”

They also dropped the shiny silver top for a clean white can—instantly communicating health, wellness, and modern simplicity.

Bright colors were added to signal flavor—because even though the liquid is clear, people drink with their eyes.

Takeaway for entrepreneurs:Simple, direct language wins. Customers don’t want to decode your product—they want to get it instantly. Make the promise obvious. Remove

friction.

🛍️ Step 4: Think Shelf-First — Not Just Design-First

Designing a beautiful product is one thing. But how does it look on a crowded shelf?

The O2 team made smart adjustments to boost in-store appeal:

• Added “non-carbonated” for clarity.

• Fine-tuned the label to highlight nutritional benefits.

• Used color-blocking on the bottom of the can to mimic a wave when multiple cans are stacked side by side—a subtle but clever visual cue.

Now, when you see O2 on the shelf, it pops. It tells you what it is in seconds.

Takeaway for entrepreneurs:Design with context. Whether it’s a bottle, a landing page, or a pop-up booth—your product exists in a world of noise. How do you stand out without shouting?

🚀 The Outcome: A Brand Reborn

O2 started as a niche drink for high-performance gym bros. But after this branding overhaul, it emerged as:

• Gender-neutral

• Clean and healthy

• Flavor-forward

• Premium but not pretentious

Now, you can find it in CrossFit gyms, yoga studios, Life Time fitness clubs, and nationwide retailers. Growth unlocked.

💡 Final Lessons for Young Entrepreneurs:

1. Your customer isn’t always who you think it is. Let the data surprise you.

2. Your language might be too clever. Clear always beats clever.

3. Branding is more than a logo. It’s tone, color, context, and psychology.

4. You can pivot without alienating. Build on what works, improve what doesn’t.

5. Design for real life. Think beyond the product to the full experience.

Want to create a brand that actually connects with people?Start with empathy. Then build clarity. And don’t be afraid to evolve.

That’s how O2 turned a product some people liked… into a brand everyone gets.

Click on Read More to read the full article on The Entrepreneur

Read More