When vitaminwater hit shelves in 2000, it was a pioneer in its market — its minimalistic rainbow of flavors and quirky copy quickly becoming an industry icon. But the brand became less cool and more cluttered over the years, and sales and perception were suffering.
I worked to simplify the packaging and re-emphasize the things that made vitaminwater iconic. Lengthy copy that sat unchanged for years was swapped for short, quirky phrases. The flavor rainbow returned from deeper metallics back to bright, eye-catching primaries.
In tandem with the packaging redesign, I also explored ways to better unify the brand across its product offerings — including a new vitaminwater zero logo lockup more similar to the base drink and extending the treatment to their new product, vitaminwater energy.