Drinkfinity Rebrand

Bringing Excitement Back to Hydration

Launched in 2018, Drinkfinity was introduced as a breakthrough beverage innovation for a new generation of health-minded consumers. They were a challenger brand in a sea of stiff competition and found themselves struggling with their own identity. As a beverage startup and PepsiCo venture, they were working with limited resources, tight timing, and aggressive sales goals. The challenge was to make this brand a real-world success with a 360º restage.

The design idea was driven by their roots, a Miami-born startup. We also reframed what they offered from infinite flavors to infinite hydration, making the brand your hydration sidekick.

The Drinkfinity rebrand features a heavy paperboard canister approximately 10 inches/4-inch diameter for the bottle. The flavor pods are wrapped in paperboard, measuring approximately 3.5 x 3.5 inches. The direct-to-consumer box is made of corrugated card, approximately 12 x 8 x 8 inches. The campaign content includes digital media and video.

The creative team behind the Drinkfinity rebrand includes Creative Director Adrienne Muken, Designer Audra Schroeder, Digital Producer Kaela Hill, Strategy Director Jenn Morrissey, and Senior Business Development Director Georgia Holben.

The Drinkfinity rebrand has been recognized for its excellence, winning the 2020 Dieline award for the world's best packaging in the Soft Drinks category.

The project took approximately 6 months from kickoff to the delivery of the final packaging. Research was conducted after the brand launched in retail, including branding validation to understand consumer perceptions and decision-making criteria. Intercept interviews were conducted with consumers at Bed Bath and Beyond locations to gather insights on the brand, retail display, and messaging.

With a large portfolio of complex flavors and a bottle that didn't deliver on expectations, Drinkfinity faced significant challenges. Brand communications were scattered, and there was no clear story or call to action, resulting in a lack of connection with the right consumers. With aggressive goals from parent company PepsiCo, Drinkfinity was at a critical juncture and at risk of being discontinued. To succeed, they needed to define a brand purpose that would take the brand from functional to emotional.

The Drinkfinity rebrand was awarded the Iron A' Design Award in 2021. This award recognizes well-designed, practical, and innovative creations that meet professional and industrial requirements. The Drinkfinity rebrand stands out for integrating industry best practices and competent technical characteristics, providing fulfillment and positive feelings, and contributing to a better world.