BRAND DEVELOPMENT/ MARKETING STRATEGY: Drink Overtime

Background

Overtime, a wellness drink brand, aimed to carve out a unique identity in the competitive health and beverage industry. The goal was to develop a clear brand voice, mission, and positioning that would resonate with health-conscious consumers and establish Overtime as a trusted go-to wellness drink.

My Contributions:

  1. Company Beliefs & Brand Personality
    • Defined core brand beliefs centered on sustained energy, natural ingredients, and holistic wellness to connect with modern consumers.
    • Crafted a distinct brand personality that balanced science-backed credibility with an approachable, lifestyle-driven tone to engage health-conscious and active individuals.
  2. Brand Marketing Mission & Positioning Statements
    • Developed a mission statement emphasizing Overtime’s commitment to enhancing daily performance through clean, nutrient-rich hydration.
    • Created a brand positioning statement highlighting Overtime as a premium, functional wellness drink designed to fuel productivity, focus, and recovery.
  3. Market Research & Target Persona Development
    • Conducted client interviews and competitive analysis to identify key differentiators in the beverage space.
    • Developed target personas based on behavioral trends, including busy professionals, fitness enthusiasts, and wellness-focused consumers.

Results & Impact:

  • Defined a strong brand identity that shaped Overtime’s marketing direction.
  • Established a compelling narrative that positioned Overtime as a leader in the wellness drink industry.
  • Created a strategic foundation for content, advertising, and customer engagement.

This project showcases my ability to develop brand storytelling, conduct data-driven market research, and articulate positioning strategies that drive consumer connection and brand loyalty.

 

Overtime Marketing Playbook

Work contributed: Creating and articulating company beliefs, brand tone and personality, brand marketing mission statement, and brand positioning statement.

Client interviews, market research, and identified target personas informed the below narratives. 

 

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