Full Bleed Color Labels
vitaminwater, with the help of creative studio forpeople, is unveiling a new look to help the brand stand out in the crowded ingredient enhanced waters category. The refreshed visual identity features a cleaner, bolder packaging label design with vibrant, flavor-forward colors, an enlarged and stacked logo with modernized typography, and playful flavor descriptions that seek to channel the irreverent voice of the New York-born-and-bred brand.
“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,” said Amanda Harkins, vitaminwater brand director, Coca-Cola North America Operating Unit.
The redesign leans into flavor and functionality, with a simpler, less-medicinal look. Full-bleed color labels aim to make flavor selection easier and more intuitive. There’s also a clearer differentiation of the full sugar varieties (bold black labels) and zero sugar varieties (crisp white labels).
The logo is bigger and bolder, and the typeface has been changed from Helvetica to TWK Lausanne. A droplet-inspired ‘a’ replaces the separate drop icon used on previous packaging designs, and a stretched dot on the ‘i‘ mimics a vitamin pill.
The brand’s signature on-pack wit more directly addresses today’s 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.”
forpeople is a global creative studio based in London and Amsterdam, with a staff of more tna 120 creatives “putting people at the heart of everything we do.”
