Liquid I.V. announced its first brand refresh, revealing a modern visual identity and color palette with customer-inspired, benefits-driven packaging and merchandising. 

Launching alongside a new brand campaign called Tear. Pour. Live. More., the brand refresh aims to surprise and delight loyal Liquid I.V. customers and captivate a new generation ― all while reflecting Liquid I.V.’s commitment to continuous innovation and to elevating the vitality of people and the planet, the company says. This new chapter marks the company’s first-ever brand refresh since its inception in 2012.

Liquid I.V.’s reimagined branding places the customer experience at the forefront with new packaging and merchandising strategies that spotlight the brand’s functional benefits and ever-expanding selection of delicious flavors, it explains. 

Rolling out online and on shelves nationwide throughout 2024, the new look and feel includes an updated version of Liquid I.V.’s iconic two-toned hex logo with a modernized color scheme and bolder typeface that underscores the impressive brand equity that’s been built over the past decade, it adds. The new packaging also is designed to enhance the brand’s presence in-stores with images of the true-to-fruit flavors and a renewed emphasis on the nutritional benefits and superior hydration solutions found inside.

“Launching this brand refresh marks a watershed moment in Liquid I.V.’s evolution and kicks off the next chapter of growth and innovation for our company,” said Liquid I.V.’s CEO, Mike Keech, in a statement. “The new look and feel reflects our passion to help everyone live healthier, more fulfilling lives through our innovative solutions that turn ordinary water into extraordinary hydration.” 

In addition to refreshed packaging, Liquid I.V. is strengthening the way they communicate product information to further establish its pursuit of creating functional hydration solutions that help people in their daily hydration needs. 

“At Liquid I.V., we believe transformative change is possible when you refuse to settle, and with our refreshed branding, alongside the launch of our new summer campaign, we look forward to continuing to showcase our forward-thinking offerings to new and long-standing brand fans,” added Stacey Andrade-Wells, Liquid I.V.’s vice president of marketing. 

The brand refresh coincides with the launch of the 2024 summer brand campaign, Tear. Pour. Live. More. This campaign will come to life through partnerships with major events like Neon Carnival, the Formula 1 Miami Grand Prix, Governors Ball Music Festival, Bonnaroo Music & Arts Festival, and Lollapalooza, as well as product launches like Hydration Multiplier Sugar-Free Rainbow Sherbet and Hydration Multiplier Popsicle Firecracker. The brand also will create unique experiences, including its first ever national field marketing initiatives, to keep consumers hydrated all summer long.

Liquid I.V. invites consumers to experience this new era of wellness with the refreshed branding available at and rolling into retailers such as Amazon, Costco, Target and more.