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Opportunity: With a unique formula developed in partnership with the head trainer of the Chicago Blackhawks, COCO5 knew it had something special. Ambitious to break out of the big brand-dominated sports niche, COCO5 had all the right stuff to be a lifestyle brand.

Solution: Starting with the packaging, New Lab worked with the client to equip the brand with the right tools for breaking into the lifestyle beverage retail category.

Result: COCO5's new packaging will be on Target shelves by September 2016; in the lifestyle beverage section, keeping company with VitaCOCO and Smart Water.

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