Knockout H2O – Shopify Store Launch with AI Design

September 28, 2025
Aleksander Tysklind
2 min read

A bold Shopify store and brand system for Knockout H2O, a new Arizona hydration brand founded by lifelong boxing insiders. We built the store from scratch around a black and turquoise identity with gothic lettering, using AI-generated imagery and video renders for the visuals.

Project brief

Knockout H2O is a new company based in Arizona, founded by lifelong boxing insiders Billy Sumrall and Ray Frye, who have over 30 years in the fight game. Their product is electrolyte-packed, ultra-purified water in 16oz matte black aluminum cans, made for fighters and fitness enthusiasts.

They came to us with a strong idea and no digital presence: no online store, limited product photography and few brand assets, in a market full of established beverage brands. The brief was to give the brand a store and a visual identity that look like the fight culture it comes from.

Goals

We set out to give Knockout H2O a distinctive online home: a store that stands apart from generic water brands, a visual identity rooted in boxing and tattoo culture, and a path to purchase that works well on mobile.

Build the store from scratch A custom Shopify theme and store, built without a template, with performance and mobile in mind.
Create a distinctive brand system A black and turquoise palette, gothic typography and tattoo-inspired elements that reflect the fight culture.
Produce the visuals Lifestyle imagery and video renders created with AI tools to give the store the visuals it was missing.

How we worked

Discovery & Strategy

We looked at the boxing and fitness market and at competing brands, then defined the positioning: a premium athletic lifestyle brand with a gothic look.

Design System

We built a design system with a black and turquoise palette, gothic typography and tattoo-inspired elements.

Content & Assets

We created lifestyle imagery and video renders with AI tools, aimed at fighters and fitness enthusiasts.

Development & Optimization

We built the Shopify store with a mobile-first layout, performance in mind and a clear path to purchase.

Outcome

Knockout H2O now has a custom Shopify store and a consistent brand system, from the black and turquoise palette to the lifestyle visuals, built from scratch for a brand that started with no digital presence.