Waterboy
From online obsession to retail expansion
Services
Design Strategy
Visual Brand Identity & Packaging
Brand Style Guide
Waterboy came to us already thriving as a DTC disruptor and social media standout. The brand had built a loyal following online, powered by irreverent humor, viral content, and a clear cultural pulse. But success on Instagram doesn’t always translate to success in retail. To compete in a crowded electrolyte aisle, Waterboy needed more than digital swagger — it needed a brand identity built for longevity, clarity, and shelf impact.
Brand Strategy
We built on Waterboy’s existing strengths rather than starting from scratch. The brand already owned irreverence, boldness, and a viral sense of humor. Our job was to evolve that DNA into a retail-ready system that:
- Elevated Danny Drip into a versatile, enduring mascot capable of representing each unique use case that the Waterboy brand offers
- Anchored the brand in boldness and fun, while giving it the consistency to scale.
- Defined a structure that let Waterboy keep up with trends, while also standing apart on-shelf.
Design Strategy & Visual Identity
Danny Drip became the centerpiece of our design strategy. No longer a one-off character, he evolved into a mascot with personality, dimension, and adaptable to each subline. This made him not just a design element, but the heart of Waterboy’s storytelling.
To stand out in a sea of electrolyte blues, we developed a vibrant, future-proof color system. Each subline owns its own bold palette, while still tying back to a cohesive master brand. The result is a shelf presence that commands attention today, and a system that’s ready for tomorrow’s innovations.
Typography tapped into vintage varsity energy, a nod to athletic culture that feels both nostalgic and on-trend. Paired with modern layout moves and bold illustration, Waterboy now pops on shelf with a design language that’s as fresh as its social presence.
Other Work
going banana's with a classic frozen treat
Diana's