Vitaminwater collaborated with forpeople to present a new brand identity for the first time in 25 years. The new Vitaminwater packaging eliminates the horizontal grid and distinguishes products by color covering the entire bottle. The two-tone system is classified, with the black label indicating products containing sugar and the white label indicating zero sugar products. This is the opposite of the trend of using black for zero.
The logo uses TWK Lausanne instead of Helvetica. The 'a' is shaped like a water drop, and the dot on the 'i' is elongated to resemble a vitamin pill, among other visual devices that hint at the brand's identity.
The product lineup has also expanded. New flavors include Elevate, a blend of blue raspberry and limeade, and Re-hydrate, a blend of pineapple and passion fruit. Each product communicates with consumers through witty phrases. Copy like “Time to review your ex’s profile in its entirety: Focus,” “A trio of antioxidants and completely uncensored flavors,” and “A sports drink with electrolyte levels: If you’ve overdone it, it’s time to go home,” focuses on sensory experiences rather than scientific evidence.
The brand’s voice has also changed. Instead of the dry, authoritative wellness language of the past, a playful tone inspired by Innocent Drinks has been adopted, reflecting the brand’s street sensibility from its roots in New York while also increasing its relevance to the younger generation.
