We analyzed direct and indirect competitors to uncover category norms across positioning, visual identity, messaging and marketing behavior. This work revealed clear white space between overly playful, youth-skewing brands and earnest, science-heavy players, highlighting opportunity for a more balanced approach.

We examined demographic, psychographic and usage data to understand who is driving interest and adoption within functional beverages. This led us to the Xennials. This 35–54 aged cohort was not being spoken to yet in this category and bonus, it would not alienate SI’s current loyalists. We also identified key consumption moments that favored social, daytime occasions over traditional soda use.

We audited packaging systems across the category to understand how brand, flavor, product descriptor and functional claims are prioritized on shelf. This phase defined clear hierarchy models and identified the optimal on-pack structure to balance flavor appeal with functional credibility.

We explored three strategic pathways for market entry —line extension, endorsed brand, and standalone new brand. Ultimately, we chose the path of an endorsed brand with a packaging hierarchy to carve out a unique new segment while still creating ties back to the parent brand.

We conducted a comprehensive brand audit grounded in stakeholder interviews to understand how Hairstory was perceived internally and where misalignment existed between product innovation, brand expression and customer understanding. Insights revealed strengths in purpose and disruption as well as gaps in clarity, emotional connection, luxury perception, and articulation of why the core product (New Wash) is fundamentally different.

We analyzed the broader haircare landscape to identify dominant category codes across messaging, packaging, tone, and claims, with particular attention to how innovation and efficacy are communicated. This audit revealed clear opportunity for Hairstory to challenge mainstream conventions by simplifying the category, elevating design and confidently reframing shampoo as outdated.

We defined a core target audience of Xennial beauty minimalists who value efficacy, efficiency and sustainability. These individuals rely heavily on professional endorsement when choosing haircare products which helped us positively reframe the brand messaging. Parallel insight into hairstylist motivations reinforced the importance of heroing the professional relationship as both a trust signal and a growth engine for the brand

We mapped Hairstory’s opportunity to move from product-driven disruptor to emotionally resonant challenger brand, capable of defining a new category within haircare. Strategic white space emerged around bold simplicity, elevated coolness and reframing New Wash as the entry point into a broader philosophy and way of caring for hair.

We grounded the go-to-market strategy in the core Konos product benefits: lightweight durability, enhanced cushioning and multi-surface traction and stability. This phase clarified our central positioning opportunity — reframing trail running not as a niche discipline, but as a mindset where “every surface is a trail.” We also studied how other outdoor brands successfully captured the attention of trail runners in a saturated market.

We analyzed the current running landscape and identified a key tension: runners are brand-loyal and skeptical, but deeply motivated by community, challenge culture and social validation on channels like Strava. This insight led to a strategy centered on experiential proof, influencer credibility and community-driven participation rather than traditional product-first advertising.

I developed three strategic activation territories — Spotlight on Running, Spotlight on Versatility, and Spotlight on Unlocking More Trails — each laddering back to the core product truth. These territories spanned launch events, retail challenges, Strava integrations, influencer partnerships, guerrilla tactics and IRL run clubs, creating a 360° ecosystem designed to drive trial, content generation and cultural relevance.

To cement Columbia’s legitimacy in the space, I mapped a targeted media and partnership plan focused on high-trust running publications, marquee race sponsorships, Strava integrations and podcast placements. This ensured the brand showed up where serious runners already gather. This also positioned Columbia and their new Konos line not as a fashion choice, but as a performance-forward shoe built for the real world.