Last Updated: 11/14/2013 11:15 AM
Fred, a bottled water brand that comes in a range of flask-shaped containers (sizes include 13.5 oz., 20 oz., and 33.8 oz. bottles), has been given a makeover. Launched over seven years ago, Fred’s new look has taken a visual turn that makes it look more hip and relevant. The original packaging, which, with its curved lines and blue theme, seems, in hindsight, to have been slightly too similar to a typical spring water. The new look is much cleaner and simplified, with white and black being the new color palette. For whatever reason, this makes the personification of the product (that’s why it’s called Fred, right?) more appealing and approachable. Furthermore, we like the fact that the company calls out that the product is recyclable AND refillable. While on the surface, the latter part might seem counter to selling more bottles, we think it’s a clever way of making consumers feel okay about buying the product. Plus, there’s the potential for the product to be in the hands of the consumer for a longer period, which certainly won’t hurt Fred in terms of brand exposure. Overall, we really like what the company has done -- it’s a simple, but smart, update that definitely feels like it has made the product relevant again.