Renovating a challenger brand to maximize consumer trial.
Tailwind Nutrition is a performance-focused brand known for fueling elite endurance athletes. With a stronghold in the specialty fitness market, the brand was ready to expand into broader growth consumer targets.
Without losing its performance credibility, Tailwind needed to evolve from a niche sports brand into a more approachable hydration option. Their new product extension required strategic positioning, distinct messaging, and a bold design to compete against crowded hydration shelves.
Our team developed a packaging system that drove greater trial, while enhancing brand resonance with existing consumers and new consumers. The winning design increased purchase intent by 29PTS over Liquid I.V.