Developed in partnership with brand agency CBX, the new packaging features more vibrant and saturated colors in a cleaner design; stronger appetite appeal with enhanced flavor cues; and a more prominent, modernized design mark for an overall more elevated expression of the brand, the company says. The new design now fully aligns with Waterloo's “full flavor” brand positioning and its WATER DOWN NOTHING campaign platform in support of its authentic, refreshing sparkling water flavors, it adds.

“As we continue to bring more households into the brand, we saw an opportunity to evolve our packaging in a way that strengthens brand recognition across all consumer touchpoints while staying true to what fans already love about us,” said Kathy Maurella, chief marketing officer at Waterloo Sparkling Water, in a statement. “With CBX as our partner, we captured the flavor experience consumers expect from Waterloo and made it even easier to discover and shop our portfolio, as we build on our three-times category growth and plus-17% household penetration growth in H1 2026.”

The brand did extensive consumer research, including multiple rounds of eye-tracking studies and tested concepts across a range of creative approaches. The final design was chosen for its ability to maximize brand recognition, stopping power at shelf, and flavor findability while remaining unmistakably Waterloo with sparkling water flavors that “taste the way they are supposed to.”

“The sparkling water category is more saturated than ever, and most brands are starting to blur together on shelf,” said Mark Christou, principal and chief creative officer at brand agency CBX, in a statement. “Waterloo has always been an intentional choice, built on real flavor and real confidence. This packaging refresh sharpens that story, giving the brand a more vivid, recognizable identity that lives up to what's always been true.”

This packaging revamp is Waterloo’s first since the brand launched in 2017. However, the sparkling water flavors remain the same with Non-GMO Project Verified natural flavors and purified carbonated water without sugar or sweeteners.

Additionally, as an extension of the brand’s packaging evolution, Waterloo will launch a new website in mid-August that will reflect a fresh, vibrant look that lives up to its line of full-flavor sparkling waters. The user experience will feature enhanced functionality and shoppability.