From Ordinary to Extraordinary: How Liquid I.V. refreshed its packaging to expand market reach

Vizit Team
Visual Insight
5 min read

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.

Display of eight Liquid I.V. 16-count packets in various flavors: watermelon, cotton candy, strawberry, lemon lime, popsicle, grapefruit, piña colada, and açai berry.

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.

10 CT and 16 CT Boxes

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.

Big and Bold Logo and Text

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.

Instant Flavor ID

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.

Comparison of Liquid I.V. 16-count lemon-lime flavor packaging: new design features large, centered flavor title and visual representation.

Straightforward Hydration Insights

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.

New Liquid I.V. packaging shows streamlined hydration icon and bold text for faster hydration; replaces old design with three icons.

Individual Packets

Old vs. new Liquid I.V. Lemon Lime individual packets: Vizit score improved from 61.5 to 77.5.

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.

Vertical Layout 

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. 

Vizit heatmaps show Liquid I.V. individual packets: vertical layout increases design space for larger text and flavor graphic, aligning with bulk focus.

Flavor Front and Center

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.

Vizit’s Visual Appeal Drivers map identifies the lemon and lime visuals on the individual packet as the key appeal driver for flavor recognition.

Enhanced Logo Visibility

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.

Comparison of old and new individual packet designs: the old design has a less visible logo, while the new one features a dark logo on a white background for better visibility and brand recognition.

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.

How to Apply Visual AI Trends to Your Beverage Brand

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. 

Bright and Bold Draws Attention

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. 

Straight Lines Draw Direct Athletic Parallels

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.      

Visual Flavor Representation is Key

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.

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