Branding in the nutritional drinks market often presents a creative dilemma. Brands are frequently torn between showcasing scientific credibility and crafting visually compelling packaging that catches the consumer’s eye. Too much emphasis on ingredients and health claims can lead to packaging that feels clinical, while bolder designs risk losing the trust of health-conscious shoppers.
Coca-Cola’s Vitaminwater, however, is rewriting the rules with its bold new branding approach. The brand has introduced a striking updated logo that, at first glance, radiates simplicity and confidence. But look a little closer and a subtle design secret is revealed.
Embedded within the bold new typography is a clever nod to the product’s layered identity—a quiet but effective balance of style and substance. While the exterior design embraces a vibrant, lifestyle-driven aesthetic to stand out on shelves, the logo’s hidden detail suggests that there’s more than meets the eye—a fitting metaphor for a drink that combines great taste with functional benefits.
This refreshed identity signals a shift in how Coca-Cola is positioning Vitaminwater: less as a clinical supplement and more as a stylish, everyday wellness choice. The rebrand underscores a growing trend in the functional beverage sector—where storytelling and design are just as vital as the nutritional label.