vitaminwater unveiled a daring new look and a pair of recent flavors to assist the model stand out, it shares. The refreshed visible identification, which rolled out throughout the vitaminwater portfolio beginning in March, contains a cleaner, bolder packaging label design with vibrant, flavor-forward colours, an enlarged and stacked brand with modernized typography, and playful taste descriptions channeling the irreverent voice of the New York-born-and-bred model.
“vitaminwater’s ownable and instantly recognizable look has stayed constant for the reason that starting,” stated Amanda Harkins, vitaminwater model director at Coca‑Cola North America Working Unit, in a press release. “However what hasn’t stayed constant is the aggressive panorama and client demand for bolder, brisker and extra trendy manufacturers. We realized it was time for a disruptive, game-changing visible and vocal identification that might sharpen our edge in ways in which enchantment to current followers and rein within the subsequent technology of vitaminwater drinkers.”
The redesign leans into taste and performance, with a less complicated, less-medicinal look that may stand out on the shelf and reinvigorate vitainmwater’s relevancy and vibrancy, the corporate says. Past packaging, the brand new look will come to life in out of doors artistic, social/digital media, in-store merchandising and extra.
“On the coronary heart of our artistic temporary was a problem to make the model extra provocative and irreverent whereas preserving our core credentials,” stated Matt Cooper, design director with vitaminwater. “We did an audit of what makes this model cool by way of a 2025 lens and explored how we may modernize the equation the model used to create the improved water class 25 years in the past.”
The design extra clearly differentiates full-sugar varieties (daring black labels) from zero-sugar choices (crisp white labels), and the model’s signature on-pack wit and humor extra straight addresses immediately’s fast-moving, social media-driven customers with language comparable to “immunity from all of the bs” and “focus: time for a full evaluation of your ex’s profile.”
To kick-start the redesign, vitaminwater is rolling out its first new full-sugar taste innovation in years — elevate (blue raspberry limeade taste with multivitamins) — in addition to re-hydrate zero sugar (pineapple passionfruit with electrolytes).
As well as, fan-favorite zero sugar power-c (dragonfruit taste supporting immunity with vitamin c and zinc) will roll out nationally within the coming months. “What makes vitaminwater distinctive is we’re the one enhanced water model to supply drinkers each full- and zero-sugar choices,” Harkins stated.
The lineup additions mirror demand for useful flavors.
“We’re leaning into useful advantages folks can perceive,” Harkins added. “For instance, re-hydrate zero sugar is full of sports activities drink-level electrolytes, however we’re positioning it as an on a regular basis replenishment possibility. In a world the place everyone seems to be pushing claims, we wish to be sure that we keep our fairness of a culture-shaping model outlined by high quality components and nice style.”
The refreshed VIS will present up in extensions of the 2024 “vitaminwater from New York” marketing campaign, which showcased the model’s Huge Apple roots.
