“When beverage brand vitaminwater launched in 1996, its minimal, pharmacy-inspired packaging and cheeky voice made it an instant icon. More than 20 years later, it was up against an onslaught of aggressive, copycat products. vitaminwater asked us to revitalize its global brand with a new strategy and operating system. Building off its iconic label; unapologetic tone of voice; and its delicious, refreshing flavors, we repositioned them as a champion of vibrancy.”
