Following five years of research and development, hydrogen enhanced water company HTWO has unveiled a refreshed visual identity in an effort to broaden its market appeal and customer experience.
Founded in 2010 by Whitney Hardy and Carolyn Chism Hardy, the Memphis-based company is one of a cohort of brands developing the hydrogen-infused water category positioned as a functional beverage with endurance and recovery benefits.
The brand’s refresh, created in partnership with Rook NYC, consists of a new logo, revamped packaging and an improved website interface. The new HTWO pouch features a groove in the “H” that represents the movement of water and is also reminiscent of a ribbon, echoing the brand’s commitment to performance and play.
“The brand became a part of what the product is, what our consumer saw and how we saw them – as winners, as everyday athletes – we wanted everyone to feel like they had a trophy in their hand, whether they’re leaving the studio or leaving their home to go to their kid’s soccer game on a hot day,” said Whitney Hardy, co-founder of HTWO.
Concurrent with the rebrand, HTWO has rolled out four new flavors: HTWO+, Lemon, Blood Orange and Strawberry. HTWO+, a hydrogen and electrolyte unflavored water, joins the brand’s original zero-calorie HTWO flavors and Nightlyfe.
All of the company’s products come in 16.9 oz. pouches and retail online for $36 per 12-pack or $65 per 24-pack.
This refresh comes as more and more consumers actively seek out functional beverages with body-beneficial offerings – spurred by the ongoing COVID-19 pandemic, many people are expressing heightened concerns regarding their health. According to the Functional Beverage Market Report 2021, this concern is a strong driving factor in the demand for functional products that help boost immunity “as consumers look to minimize the risk of illness.”
“People are also more interested in ingredient transparency, so we wanted our brand to match the maturity of the company,” said HTWO co-founder and former executive of Coors Brewing company Carolyn Chism Hardy.
According to research published in the Natural Medicine Journal in 2021, a randomized, double-blind, controlled trial suggested that hydrogen water can increase antioxidant capacity and reduce inflammation.
The global functional beverage market is projected to reach $173.23 billion in 2025 at a CAGR of 7%, according to data from Research & Markets.
Earlier this year, hydrogen-infused water brand HFactor went public and debuted a revamped look for its packaging, according to a press release. As well, Susosu closed a seed round backed by food and beverage accelerator Union Kitchen in April, marking the brand’s first-ever outside investment that will help the brand methodically roll out its product to brick and more stores nationwide, with a focus on natural and specialty channel accounts.
HTWO is hoping to stand out from its competitors on the shelf not only through its visual refresh but also through its commitment to honoring consumer feedback to drive innovation. Hardy told BevNET that throughout 2020 and 2021, she called customers weekly to learn about them and how they use the brand’s products.
“That’s what’s going to set us apart is that we’re deeply connected with the performance and play aspect of the user, of our community,” said Hardy. “We’re very, very focused on continuing that research and continuing that work going forward.”
One way HTWO is innovating is with Nightlyfe, a unique blend of electrolytes and minerals designed to be consumed before the night begins and after it ends. By removing the idea of athleticism as strictly related to sports – and instead focusing on performance and play – the brand expanded the scope of its product to include not only people who are drinking and partying, but also DJs and musicians working until early morning hours.
“[This product] goes to a lot of festivals. It’s the one that’s at Beale Street Musical Festival and [World Championship Barbecue Cooking Contest], and it’s getting that nightlife scene. The fact that it flat packs into a trash can means there’s less waste being products per person,” said Hardy.
HTWO products are currently available in about 60 stores throughout Memphis and the Pacific Northwest.
Looking ahead, HTWO plans to grow its direct-to-consumer footprint with its improved website interface and upgraded subscription services. The brand will also be popping up formally and informally in new outlets like studios and gyms, in addition to many Memphis music festivals.
“We want to be high performance water of choice for high performance people. We are focused not only on having an amazing product but a brand that connects with users,” said Hardy.