Developed alongside brand agency CBX, the new design replaces previous packaging with more distinct flavor cues and a modernized logo. According to Chief Marketing Officer Kathy Maurella, the shift is intended to capitalize on the brand’s 3X category growth and a 17% increase in household penetration recorded in the first half of 2026. The company utilized eye-tracking studies and consumer testing to ensure the new look maintains the "stopping power" required to stand out in an increasingly crowded sparkling water market.

While the exterior aesthetic has changed, the formulation of the beverages remains untouched. Each product continues to rely on Non-GMO Project Verified natural flavors without the use of sugar, sweeteners, or sodium. To complement the physical packaging, the company has also launched a redesigned website with improved e-commerce functionality. This transition serves as a direct extension of the "WATER DOWN NOTHING" marketing platform, emphasizing the brand's commitment to bold, authentic flavor profiles.