An award-winning brand and packaging transformation that lifted velocities, drove retail expansion, and unlocked national distribution.

Brand: Mayawell

Category: CPG, branding Overview: Oliver co-founded Mayawell, a pioneering agave-based prebiotic soda, and served as Co-Founder & CEO from 2018 through the brand's acquisition in 2025. In 2024, he led a full brand and packaging rebrand, resetting the brand's visual identity and shelf presence at the exact moment the business was scaling into national retail.

Role: As Co-Founder & CEO, Oliver owned the creative direction of the rebrand end to end: setting the brand vision and strategy, directing the design partner, and driving the new identity through to production and retail execution across the full portfolio.

Scope of Work:

• Set the creative direction and brand strategy for the 2024 rebrand

• Directed the design partner in translating Mayawell's Austin and Oaxacan roots and Mayan/Aztec mythology into a distinct packaging system

• Led portfolio and SKU architecture, with a mythic character anchoring each flavor

• Aligned the rebrand to velocity, merchandising, and retail-expansion goals rather than aesthetics alone

• Managed rollout across 1,500+ retail locations and national accounts

• Used the redesign as a wedge to open and expand key retail distribution

Impact: The rebrand won BevNet's and Dieline's Best Packaging Awards (2024) and earned Mayawell a spot as one of Whole Foods Market's "Next Big Things." It lifted sales velocities, drove 4X year-over-year retail expansion, and helped secure distribution with Costco, Giant Food, Wegmans, and Fresh Market.

Award Recognition: BevNet lauded Mayawell's brand refresh for leaning into both classic soda fountain aesthetics and iconography inspired by its founders' Mexican heritage. The result, they noted, was something truly captivating and different within the resurgent "better for you" soda category. BEVNET