Unwell Hydration

⟁ Brand Strategy

⌖ Positioning

✐ Tone of Voice

❝ Copywriting

Select Press: New York Times, AdWeek, WWD, The Dieline

Brand Vision: Hydration With Benefits

A Voice. A Movement. A Lifestyle.

Alex Cooper’s Call Her Daddy podcast has cultivated a strong community that supports and encourages each other to become the best version of themselves.

What began as raw women’s locker room talk has evolved into a network of content creation, curation, and conversation that navigates every aspect of a young woman’s life.

The ‘Daddy Gang’ doesn’t sugarcoat it, but they’re gonna bond over it.

This is the core of the existing Unwell brand. And the starting point for Cooper’s first-ever product line.

Like Father, Like Water

Hydration beverages currently on the market fail to provide targeted functional benefits specifically for women.

Not to mention, nearly all available hydration drinks have been developed by men. This insight became the foundation for Unwell’s positioning and launch strategy, and a breakthrough brand worthy of ‘Father’ Cooper and her values.

Thirsty AF

‘Hydration with Benefits’ was intentional from the start. The strategy balances product understanding with a clear wink to Cooper’s relationship-driven conversation topics.

It’s a product line designed for a fiercely supportive, unapologetic community, and whatever kind of day they’re having.