Introduced in 2000, vitaminwater’s branding and packaging have remained largely unchanged. But after a quarter century on the market, the brand was due for a refresh that would keep it as relevant as it was when it first launched.

The new visual identity, executed in partnership with the creative agency forpeople (who, coincidentally, seem to share a disdain for capitalization and spaces between words), drops the pharmaceutical vibe for something on-trend with a bolder and minimalist look. The new visual identity certainly stands out on the shelf, and even with a more contemporary look, it still retains the attitude that made vitaminwater unique when it created a big splash in the beverage space at the start of the new millennium.