O2 Hydration needed a refreshed strategy, identity, and packaging to reach more people in an increasingly crowded sports drink market beyond its CrossFit origins. The repositioning targeted "everyday optimizers" with cleaner sports hydration, packed with great taste and enriched benefits to elevate what's possible. Identity refresh and packaging redesign resulted in +40% average order value in DTC business, +100% growth on Amazon, -20% reduction in subscriber churn, and doubling of both points of distribution and customer acquisition.