Liquid I.V, one of America’s leading electrolyte drink, underwent its first brand refresh since its establishment in 2012. It now boasts a modern visual identity and color palette with customer-inspired, benefits-driven packaging and merchandising.
Through the brand refresh, Liquid I.V. wants to surprise its loyal customers. Liquid I.V. strives to engage its new generation of customers with a commitment to continuous innovation while upholding the vitality of people and the planet.
Mike Keech, Liquid I.V’s CEO, said the brand refresh is a watershed moment for the company, marking the beginning of the next chapter of growth and innovation. “The new look and feel reflects our passion to help everyone live healthier, more fulfilling lives through our innovative solutions that turn ordinary water into extraordinary hydration.”
Stacey Andrade-Wells, Liquid I.V’s Vice President of Marketing, believes transformative change is possible when one refuses to settle. “With our refreshed branding, alongside the launch of our new summer campaign, we look forward to continuing to showcase our forward-thinking offerings to new and long-standing brand fans.”
Liquid I.V. reviewed the customer experience. It took up new packaging and merchandising strategies to spotlight the brand’s functional benefits and ever-expanding variety of flavors. Liquid I.V’s brand refresh includes an updated version of its iconic two-toned hex logo with a modernized color scheme and bolder typeface. This emphasizes its impressive brand equity. Moreover, the new packaging enhances Liquid I.V.’s presence in stores with images of the true-to-fruit flavors and a renewed emphasis on the nutritional benefits and superior hydration solutions.
Liquid I.V. also enhanced its communication to establish its pursuit, of creating functional hydration solutions that help people everywhere with their daily hydration needs. Furthermore, the brand refresh coincides with its 2024 summer brand campaign ‘Tear. Pour. Live. More’.
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