May 16, 2025 (press release) –
vitaminwater is unveiling a bold new look and a pair of new flavors to help the pioneering brand stand out in the crowded, increasingly homogenized ingredient enhanced waters category.
The refreshed visual identity — which rolled out across the vitaminwater portfolio starting in March — features a cleaner, bolder packaging 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-and-bred brand.
“vitaminwater’s ownable and immediately recognizable look has stayed consistent since the beginning,” said Amanda Harkins, vitaminwater brand director, 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 that will stand out on the shelf and reinvigorate vitainmwater’s relevancy and vibrancy. Beyond packaging, the new look will come to life in outdoor creative, social/digital media, in-store merchandising and more.
“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, 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 (bold black labels) from zero-sugar options (crisp white labels), and the brand’s signature on-pack wit and humor more directly addresses today's fast-moving, social media-driven consumers with language such as “immunity from all the bs” and "focus: time for a full review of your ex's profile."
To kick-start the redesign, vitaminwater is rolling out its first new full-sugar flavor innovation in years — elevate (blue raspberry limeade flavor with multivitamins) — as well as re-hydrate zero sugar (pineapple passionfruit with electrolytes).
In addition, fan-favorite zero sugar power-c (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. “We’re leaning into functional benefits people can understand,” Harkins added. “For example, re-hydrate zero sugar is packed with sports drink-level electrolytes, but we’re positioning it 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.”
The refreshed VIS will show up in extensions of the 2024 “vitaminwater from New York” campaign, which showcased the brand’s Big Apple roots.
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