It’s the summer of hydration, and Liquid I.V.’s new brand refresh is making waves in the market. Since its launch in 2012, Liquid I.V. has been a leader in powdered hydration solutions. Recently acquired by Unilever, the brand is undergoing its first major refresh. The updated packaging is designed to better connect with its enthusiastic audience, which has gained traction through social media trends like #WaterTok and its reputation as a hangover remedy among college students and younger consumers.
We put this refresh to the test using Vizit’s AI-powered technology. We compared the old and new packaging to see if the new design is more effective for converting online beverage shoppers. Our visual AI analysis will focus on the lemon-lime flavor across different product sizes: individual packets, 6 ct. boxes, and 14 ct. packages.
Let’s dive in and see how the new look stacks up.
The refreshed packaging for the 10 ct and 16 ct boxes marks a significant shift in design strategy. With the 10 ct box's score jumping from 56.5 to 92.0 and the 16 ct box's score increasing from 14.5 to 66.0, it’s clear that Liquid I.V. made impactful changes. Let’s break down how these updates are resonating with online beverage shoppers and explore the design tweaks that led to these improvements.
The new packaging makes a statement with its logo and text. By enlarging the logo and switching its design to white text on a dark background, the logo now immediately captures viewers’ attention. This approach improves legibility and ensures the logo stands out, making it easier for consumers to instantly recognize the brand.
Previously, the flavor name was tucked away at the bottom left of the packaging in small text, making it hard to spot. The new design changes that with a large, centered title and a clear visual of the lemon-lime flavor. Now, whether shopping in-store or online, shoppers can quickly and easily identify the flavor of a Liquid I.V. product, making the packaging more effective and accessible.
The new packaging simplifies the previous complex hydration graphic with a cleaner, more direct design. It features a streamlined hydration icon and bold text that clearly communicates the benefit of faster hydration. This update makes the packaging more legible and user-friendly, appealing to online beverage shoppers, who appreciate clear and concise information.
Additionally, the design now prominently displays the number of vitamins and minerals with bold text, making it easy for shoppers to quickly see the nutritional benefits. The updated packaging effectively communicates that the product contains 8 essential vitamins and minerals, ensuring key details are immediately visible and easy to understand.
The updated design for the individual packets has boosted the score from 61.5 to 77.5. Let’s dive into the key design tweaks that contributed to this improvement.
The shift from a horizontal to a vertical layout increases the design real estate, making it easier to accommodate larger text and a visual flavor graphic. Although this layout may make the individual packets slightly harder to read, it aligns with Liquid I.V.’s strategic move towards bulk packets rather than individual packet sales.
The new design showcases vivid images of lemons and limes, clearly representing the flavor. This prominent visual cue helps consumers easily identify the lemon-lime flavor, whether they’re shopping online or in a store.
With a dark logo against a white background, the new design makes the logo stand out more effectively. This contrast enhances brand recognition and ensures that Liquid I.V. catches the eye quickly, even from a distance.
Liquid I.V.’s fresh new look is more than just a visual upgrade—it’s a strategic move to captivate a broader audience and elevate the brand. As the brand gears up for an ambitious summer campaign, featuring ads in the Summer Olympics and F1 Race, it’s setting the stage for a vibrant future.
Whether you are a brand manager considering a rebrand or an ecommerce sales executive looking to update your product shots on key retailers, Liquid I.V’s change in packaging has lessons for other beverage and CPG brands.
Our analysis shows that larger, simple fonts drew a shopper’s eye to key information. From logos to product information, Liquid I.V used brighter colors and larger text size to accentuate key information.
The new product packaging design features more straight lines and contrasting colors than previously. This is just in time for a promotional tie-in with major sporting events happening in the summer. Using bands of color allows the brand to evoke racing stripes, field grid lines, and swim lanes. All of these subconscious connections remind a buyer that the drink will make them energetic and fit.
Including a clear visual representation of the flavor on packaging is crucial for CPG brands. By prominently displaying images of lemons and limes, Liquid I.V. makes it easy for shoppers to quickly and easily identify the flavor, enhancing the effectiveness and accessibility of their packaging.
To apply these lessons to your product promotion, consider which ingredients and values you want to highlight from your brand. What are the most attractive elements of your product? Are there upcoming promotional opportunities or subliminal associations that you want readers to think of when choosing your product? And lastly, don’t dismiss the basics of shape and color. More contrast can provide energy and excitement, while harmonious colors and curves provide comfort and warmth.
Curious to see how Vizit’s technology can elevate your own packaging and visual content? Request a demo today and discover what’s possible.
Vizit is the first—and only—way to predict, measure, optimize, and monitor your ecommerce content’s effectiveness so you can deliver the right content for consumer audiences at scale.
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