vitaminwater rebrand
The New York-born-and-bred brand Vitaminwater’s bold new identity, designed by London-based studio forpeople, moves away from its clinical past toward a vibrant, cheeky, and culturally attuned future. Embracing bold minimalism, the rebrand simplifies the visual language while injecting playful, personality-driven copy that resonates with younger audiences.
Typography plays a central role in the new expression. The logo and all typographic elements now use TWK Lausanne, designed by Nizar Kazan and published by WELTKERN®. Known for its refined geometry and organic character, TWK Lausanne replaces the previously utilitarian Helvetica Condensed. Lausanne’s signature a counter that’s shaped like a droplet and a custom stretched dot on the i (mimicking a vitamin pill) add subtle, thoughtful references to the product’s essence.
From full-bleed color labels to punchy taglines like “Immunity from all the BS,” this rebrand is both a return to form and a leap forward, cutting through the noise with clarity, confidence, and flavor.
