vitaminwater found its original success in developing a revolutionary beverage that provided energy in a delicious way. vitaminwater’s flavors were its key selling point, as each one promised a specific benefit — mixed berry for energy, kiwi-strawberry for focus, dragon fruit for a daily dose of vitamin-c. 20 years later, vitaminwater faced a growing problem — its market share was being overtaken by new entrants in the category. The brand sought a solution that would reinvigorate sales and appeal to new audiences.
We created a vibrant, simplified system that called attention to vitaminwater’s uniqueness. We shifted the brand voice to one that was simple, confident and wry. We transformed the brand’s identity from one that over-indexed on “high-performance” imagery to one that allows the original, hyper-colorful aspects of the product to shine.
This new system lives across all of vitaminwater’s products, environments and communications.