Vitaminwater has debuted a revitalized packaging design and introduced two new flavors to help the brand stand out in the increasingly crowded enhanced waters category. The refreshed visual identity rolled out across the vitaminwater portfolio starting in March.
The updated packaging features a cleaner, bolder label design with vibrant, flavor-forward colors, an enlarged and stacked logo with modernized typography, and playful flavor descriptions channeling the irreverent voice of the New York-born brand.
“Vitaminwater’s ownable and immediately recognizable look has stayed consistent since the beginning,” said Amanda Harkins, vitaminwater brand director for Coca-Cola North America Operating Unit.
“But what hasn’t stayed consistent is the competitive landscape and consumer demand for bolder, fresher and more modern brands. We realized it was time for a disruptive, game-changing visual and vocal identity that would sharpen our edge in ways that appeal to existing fans and rein in the next generation of vitaminwater drinkers.”
The redesign leans into flavor and functionality with a simpler, less-medicinal look designed to stand out on shelves and reinvigorate the brand’s relevancy and vibrancy. Beyond packaging, the new look will appear in outdoor creative, social and digital media, and in-store merchandising.
“At the heart of our creative brief was a challenge to make the brand more provocative and irreverent while preserving our core credentials,” said Matt Cooper, design director for vitaminwater. “We did an audit of what makes this brand cool through a 2025 lens and explored how we could modernize the equation the brand used to create the enhanced water category 25 years ago.”
The design more clearly differentiates full-sugar varieties with bold black labels from zero-sugar options with crisp white labels.
New flavors target functional benefits
To kick-start the redesign, vitaminwater launched its first new full-sugar flavor innovation in years with elevate, a blue raspberry limeade flavor with multivitamins. The brand also introduced re-hydrate zero sugar, featuring pineapple passionfruit with electrolytes.
Fan-favorite zero sugar power-c, a dragonfruit flavor supporting immunity with vitamin C and zinc, will roll out nationally in the coming months.
“What makes vitaminwater unique is we’re the only enhanced water brand to offer drinkers both full- and zero-sugar options,” Harkins said.
The lineup additions reflect demand for functional flavors with benefits consumers can understand. Re-hydrate zero sugar is packed with sports drink-level electrolytes but positioned as an everyday replenishment option.
“In a world where everyone is pushing claims, we want to make sure we maintain our equity of a culture-shaping brand defined by quality ingredients and great taste,” Harkins added.
The refreshed visual identity will appear in extensions of the 2024 “vitaminwater from New York” campaign, which showcased the brand’s Big Apple roots.
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