Coca-Cola's bold new Vitaminwater logo hides a subtle design secret

Coca-Cola Vitaminwater packaging redesign
(Image credit: Coca-Cola / forpeople)

Branding nutritional drinks can present a dilemma. Often brands will want to focus on ingredients and scientific claims, but that can sometimes make a product less impactful on the shelf.

Coca-Cola's vitaminwater has taken a different approach with its rebrand. It's ditching the previous slightly pharmaceutical-looking identity in favour of bolder branding that aims to be fun rather than scientific. There's a clear influence from the current bold minimalism trend, but the new look boasts added personality and a nod to the previous identity in a couple of clever hidden details in the new logo design.

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Joe Foley
Freelance journalist and editor

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.

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