Hoist is a 'true' isotonic that offers rapid rehydration. They pride themselves on this distinction, as the competitive set is actually comprised of hyper- or hypo- tonics, which are less effective rehydration solutions. They were in a short, stout package that was not intended for beverage at all, and was rigged to accommodate the product. The brand picked up steam in the medical community, but wasn't competing terribly well, even locally, in the consumer space. Wanting to be a stronger contender (with growth potential) on the sports drink shelf, they engaged us in a redesign. We completely redesigned the primary package (bottle), recommended moving up to 16oz, revisited their branding, and even changed the tagline.