Bubba has always been big, preferred by long-haul truck drivers across the country. But that’s not who’s buying water bottles. In order to stay relevant, Bubba needed to transform into a brand that will stop Gen Z in their scroll. When rebranding Bubba, each decision was rooted in the insight that Gen Z loves to take up space. Bubba behaves the same, with confidence, style, and an off-hand charm. With bold colors, cheeky tone, and a logo that begs to be on a t-shirt, Bubba became Gen-Z’s new fave accessory. We leaned into Bubba’s distinct point of difference: big. Not everyone can flex a 52 oz keg. The scale of the hero bottle informed everything. From in-store displays to festival pop-ups, Bubba gets larger than life. Typography is impactful and photos are exaggerated and unexpected. If you’re carrying your Bubba with you, you’re making a statement. The design transformed retailer and promotional partnerships, earning Bubba reentry into Target with endcap placement and pop-ups at Coachella and Lollapalooza 2026.