DAY 1: DISCOVER
Tilray Brands had successfully relaunched HiBall after acquiring it from AB InBev. But the team didn’t just want growth. They wanted belief. HiBall had a cult following among clean energy drinkers. Meanwhile, the broader energy category was exploding — fueled by sugar-packed giants and “zero sugar” claims that still felt artificial. The opportunity? Define what “better-for-you energy” really means — and give the team a platform they could passionately push forward. How might we prove that confidence comes from feeling energized — not just being wired? That question became our north star.
DAY 2: EXPLORE
We started by looking outside the category. We gathered inspiration from brands that had solved similar tensions in entirely different spaces — brands that reframed performance, elevated simplicity, or built cultural relevance without shouting. Then we went wide. We brainstormed dozens of platform territories across themes of: Balance (energy without burnout) Performance (showing up vs. showing off) Clean (clarity over chemicals) Anti-Chaos (calm in a category built on noise) Superiority (why better-for-you should feel better, period). Some leaned functional. Some leaned cultural. Some leaned provocative.
DAY 3: UNLOCK
One idea rose above the rest: GET A ✮ FOR THAT. It tapped into something deeply millennial and culturally relevant — the desire for validation in a world that demands more and more from us. And it cleverly leveraged the existing star in the HiBall wordmark — turning a passive design element into an active brand symbol. Energy isn’t about doing more — it’s about doing well. Clean, sparkling energy, not for superstars, but for everyday stars.
DAY 4: ACTIVATE
We turned the idea into a living, breathing system. A refreshed visual identity that reimagined existing brand elements in modern, playful, star-forward ways. We created a headline formula that proved the platform could scale endlessly across culture. And developed templates for paid advertising on Meta and TikTok. We even wrote scripts for hero videos, concepted Social content franchises and merch ideas.
DAY 5: VALIDATE
We shared back the full platform and activation Brewprint. The team's reaction said it all. They got a culturally resonant brand platform, a scalable creative system to activate across channels, a revitalized internal team emotionally invested in the brand, and a clear positioning to own “clean, sparkling energy for everyday stars” in a booming category.
