In its first year, ZOA became the fastest-growing energy drink in the US; however, the brand wasn’t living up to their ambitions. The celebrity founders asked R/GA to expand the narrative beyond the four walls of the gym and establish ZOA as an energy drink people could trust––one focused on balanced inputs rather than extreme outputs. We rebuilt the brand to celebrate the many reasons people choose to get an extra boost––and the effect that has on those around them. The evolved identity is crafted to feel like a rallying cry, with a design system that inspires community and conversation.