Waterboy
From Viral to vital
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.
The Challenge:
The heart of this rebrand was about evolution, not reinvention.
- How could Waterboy move from a cult-favorite DTC brand to a household name in retail?
- How could its identity deliver the same punch offline as it did online?
- And most importantly, how could its beloved mascot, Danny Drip grow into a long-lasting icon that worked across every SKU and future extension?
The brand’s energy was undeniable, but the visual system wasn’t yet ready to scale. Without a consistent identity, Waterboy risked blending into a wave of electrolyte competitors, especially in an aisle dominated by safe, function driven tropes. We elevated the existing personality and top-tier functional benefits without having to be sterile.
The Challenge:
The heart of this rebrand was about evolution, not reinvention.
- How could Waterboy move from a cult-favorite DTC brand to a household name in retail?
- How could its identity deliver the same punch offline as it did online?
- And most importantly, how could its beloved mascot, Danny Drip grow into a long-lasting icon that worked across every SKU and future extension?
The brand’s energy was undeniable, but the visual system wasn’t yet ready to scale. Without a consistent identity, Waterboy risked blending into a wave of electrolyte competitors, especially in an aisle dominated by safe, function driven tropes. We elevated the existing personality and top-tier functional benefits without having to be sterile.
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.
Other Work
going banana's with a classic frozen treat
Diana's