Diving Into Foreign Waters

Naming brands is hard.

But naming brands in the energy drink space? As old timey maps used to say, that’s “where there be dragons.”

Between the Monsters, Red Bulls and Rockstars of the world to the vaguely vowel-less inventions (LMNT, anyone?), it’s a category that runs the gamut of the best and worst kinds of names. That’s exactly what made this project so fun—and also incredibly challenging.

The product is a next-gen energy drink mix promising smooth, focused energy without the jitters, crash or existential regret. At the center of the brand is pro surfer Kai Smith. His whole energy (pun intended) is effortless but intentional. Grounded but adventurous. The kind of person who makes pushing limits look calm, controlled…almost easy. Pair that with paraxanthine—the primary metabolite in caffeine—plus electrolytes and B vitamins and suddenly you’re not in “energy drink” territory anymore. You’re somewhere completely off the map.

The brief was clear: develop a name that feels as different as the product itself. Something memorable. Ownable. Something that doesn’t just sit on the shelf, but pulls you toward it.

I’ll say it plainly: this is one of my favorite names I’ve ever come up with. Because it doesn’t explain itself. It invites you in.

It suggests movement. Exploration. A shift in perspective. It quietly waves and says, this isn’t what you’re used to.

And most importantly, it gives the product room to be what it actually is: something different.

Why The Name Works

Foreign Waters breaks just enough rules to stand out in a category that thrives on short, loaded names. It doesn’t scream. It doesn’t flex. It doesn’t try to out-extreme the extremes. Instead, it does something much harder: it creates intrigue. It communicates how these waters (aka beverage mixes) are different. They’re fresh and uncharted. They’re real and raw. And they’re waiting for you to venture beyond the bounds of traditional energy drinks and into the unknown—where your best self begins.

It’s focus without force.
It’s performance without burnout.

Or, more simply: it’s not the same water everyone else is swimming in.

Credit Where It’s Due

Huge credit to brothers Gianni and Dr. Mariano Ottone for being willing to go somewhere uncharted with this one. It takes a certain level of conviction to pass on the obvious names and choose something this provocative, poetic and daring. Not every team is willing to venture into foreign waters, but you were. And I respect the hell out of you for it.