vitaminwater — Rebrand

How can water have attitude?

By making it your partner in crime, bottling raw NYC.

Shared impact

864M Earned media impressions after new launch.
69% boost in shelf find-ability with new package.
72% increase in overall preference for the new design.

3D visualization of vitaminwater packaging and branding identity. Designed and visualized by forpeople.

Nutrition

Europe

Identity - Packaging - Tone of Voice

vitaminwater is an iconic Coca-Cola Company brand, born in New York with a bold, culture-driven edge, but as the hydration aisle filled with safe, samey options, it needed to stand out once again.

We worked with the team to reignite that energy, refreshing its identity with bold design, wit, and attitude to reconnect with a new generation of drinkers.

A refreshed wordmark infused with delicious details.

Packaging

Packaging that
shouts flavour first.

Once cluttered and clinical, vitaminwater packaging had started
to feel more like medicine than a moment of joy.

We stripped it back to let flavour take centre stage. Out went the noise, and in came a clean new front face built for maximum shelf shout.

A stacked brandmark makes its presence known from a distance, while full-bleed labels and a punchy two-colour system turn every bottle into a flavour beacon.

The result?
Packaging that’s anything but boring.

3D visualization of vitaminwater packaging. Designed and visualized by forpeople. — Simple vibrant two colour approach.

Tone of Voice

Messaging with an
attitude to match.

Wellness drinks often talk down to people, drowning in jargon and empty promises.

We flipped the script with a voice that’s straight-talking, irreverent, and unapologetically ‘New York’.

No more claims of “boosting immunity” or “cognitive benefits”. Instead it’s lines like “Immunity from all the BS” or “Focus: time for a full review of your ex’s profile.”

This messaging celebrates individuality, ditches the wellness clichés, and brings a dolce vita(min) attitude to every bottle.

Motion of vitaminwater KV. Designed and visualized by forpeople.

3D visualisation of vitaminwater merchandise sweater. Design and 3D visualisation by forpeople.

Website design showcase for vitaminwater. Design and motion by forpeople.

Identity

A global system
that owns the aisle.

What started on pack now powers a unified identity across every touchpoint.

Built to cut through in the shopper environment, the system uses vibrant colour, confident typography, and our witty voice to grab attention fast.

Designed for global rollout with local flexibility, the system enables an instantly recognisable and consistent look worldwide, setting the brand up with guardrails strong enough to last the next 20 years.

Key visual for vitaminwater. Design by forpeople.

3D visualisation of a retail touchpoint concept for the vitaminwater rebrand. Design and 3D visualisation by forpeople

3D visualisation of a retail touchpoint concept for the vitaminwater rebrand close-up detail. Design and 3D visualisation by forpeople

3D visualization of vitaminwater packaging, expressed through Y2K-inspired motion. Design and 3D motion by forpeople.

vitaminwater had lost its edge, blending into a crowded hydration aisle and feeling more clinical than cultural.

We went back to its New York roots and rebuilt the brand with bold design, unapologetic attitude, and flavour-first packaging to make it stand out once again.