Brand Strategy, Mindset Modeling, Brand Architecture, New Product Positioning

Hydrant was conceived as an alternative to energy drinks and coffee and to combat the dehydration that causes headaches, grogginess, and declined cognitive performance.  It’s a science-backed hydration solution that helps consumers live healthier, more productive lives. The challenge was not only increased competition emerging in the market but also tension between competing brand themes and scattered messaging.

BIG partnered with the team at Hydrant to home in on what the brand truly stands for and ways that that message can be clearly and confidently communicated in the marketplace.  We met with Hydrant enthusiasts through qualitative research and took a deep dive into ways in which Hydrant works within their lives and how it resonates beyond “hydration”.  We validated these insights through quantitative research and were able to peel away layers of conflicting messaging and identify a core truth to the brand.  The result was a crystal-clear and more angular breakthrough brand strategy and custom mindset that provided the Hydrant team with an actionable framework for scaling the brand.  Additionally, BIG oversaw the development of a Hydrant brand book and worked with the innovation team to explore product positioning for new concepts (like Super Water).

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