As I was working on my accounting homework last night, I became thirsty! I went to the vending machine to purchase something to quench my thirst and I got a Vitamin Water. Below is my analysis of their logo.
The Vitamin Water logo is very simple. Same font all the way across except that the “Vitamin” is bold while the “Water” is not. Black text color to emphasize its superiority. And the Glaceau logo is also present to signify Vitamin Water’s relationship with Glaceau. It’s an alright logo.
Vitamin Water has three primary competitors. SoBe Life Water, Propel, and Sparkling Ice. It’s difficult to see any commonalities between these logos. They are all unique. I would suppose that a beverage company would really need to communicate their differentiation because there is a medium to high level of brand loyalty among their consumers. So, the common trait that all of these logos share is that they are unique. They all tell a story.
Comparatively, the Vitamin Water logo sucks. There is no narrative or story that I can see based on their logo. I can understand how their branding would suck though, they were originally owned by 50 Cent. Perhaps their brand story is that they are consistent and superior to these other brands. So, they don’t necessarily have to differentiate themselves that much. They are shooting for quality, maybe? I can imagine Vitamin Water taking up a relatively large share of the market. Regardless, I think that could add a little bit more life to their logo. They need to catch my eye like the other logos do.
Based on their logo, I would say that Vitamin Water is targeting millennial males in the United States. These young men are pseudo-health conscience and try to live a fit lifestyle. They might workout two to three times a week and need something similar to water but with more flavor to keep them hydrated. These millennial men would resonate with the simplicity in the logo and the perceived superiority that is emphasized with the bold text.
Does It Work?
*Sigh* I think that, yes, the Vitamin Water logo works when it comes to their target market. I’m not really captured by it, however. There is a reason that Vitamin Water is one of the leading, if not the leading, water beverage brand. Their brand resonates with their target market. I will admit that their drinks are delicious, but there is just too much sugar in their drinks for me to drink it on the regular and consider it healthy. In summary, however, their logo works with their target market.