Diso is now OQO: built around everyday goals

A rebrand is rarely a design problem. It’s a journey problem: customers need to know where to go, and search engines need to know who you are.OQO’s customers had three storefronts to choose from, and no clear route through any of them. Diso was best known for its dissolvable strips, while OQO had grown into drinks, sachets and capsules. Across mydiso, drinkoqo and oqoflow, the two brands overlapped. The same customer could start on one site, browse on another and end up unsure which brand they were buying from.

That split diluted the authority both names had built. Seen on Dragons’ Den, Diso had already established its reputation with dissolvable strips – but he brand around the products needed to be just as clear.

In wellness, the easiest first purchase is usually the one that wins the customer. A can from the fridge asks little of the customer – it’s a simple first step, and it gives everything else on the site something to build on.

The relaunch shifted OQO’s focus towards convenience, with an expanded range of ready-to-drink cans leading the way. Ten cans across Shilajit Energy, Kefir Water, Fibre Iced Tea and Energy Plus now head up the range, with sachets and capsules alongside them to complete the OQO routine.

Wellness is one of the few sectors where customers arrive knowing their goal, but not the product.

The OQO site is organised around four everyday health benefits (Hydrate, Gut Health, Energy and Sleep) rather than product types. Nobody wakes up wanting a capsule – they want to burst through the 3pm slump, or wind down properly at the end of the day.

Most OQO customers already have a routine. What they’re looking for is the next thing to add to it. Organising by goal answers that on every page. Someone who arrives for energy can see what sits alongside it, described in terms of what they’re trying to do.