GDUSA Package Design Awards - 2026
Food & Beverage
Waterloo built its reputation on something consumers could taste immediately: authentic, full flavor.
But while the product delivered on that promise, the packaging wasn’t fully telling the same story. As the sparkling water aisle grew increasingly crowded, Waterloo saw an opportunity to evolve its identity, strengthen shelf presence, and bring its visual expression into closer alignment with its “WATER DOWN NOTHING” platform.
CBX was tasked with creating a packaging system that captured the boldness of the brand while making the portfolio easier to shop, recognize, and love.
Brand Strategy
Design Strategy
Visual Identity Refinement
Packaging Redesign
Portfolio Architecture
Waterloo’s greatest strength was hiding in plain sight.
Consumers consistently associated the brand with exceptional flavor, yet its packaging wasn’t fully reflecting the energy, confidence, and personality behind the product. Research revealed an opportunity to amplify flavor cues, improve visibility, and make the portfolio easier to navigate, all while preserving the authenticity consumers already trusted.
The challenge wasn’t to reinvent Waterloo. It was to make the brand look as flavorful as it tastes.
CBX refreshed the entire visual system around a single idea: bring Waterloo’s full-flavor promise to life.
The redesign introduced a brighter, more saturated color palette, enhanced flavor cues, stronger appetite appeal, and a larger, modernized brand mark. A cleaner, more focused architecture improved shopability while creating greater distinction across the portfolio.
Every element was designed to reinforce Waterloo’s position as a sparkling water brand built on real flavor, helping consumers discover, navigate, and choose the brand wherever they shop.
The result is a more vibrant, confident identity that finally brings Waterloo’s packaging in line with the experience inside the can.
Waterloo’s refreshed packaging transformed its strongest product truth into a stronger brand expression.
The new identity enhances visibility, improves flavor distinction, and creates a more recognizable presence across every touchpoint. By bringing the brand’s visual world into alignment with its “WATER DOWN NOTHING” ethos, Waterloo now communicates its full-flavor promise before consumers take their first sip.
As part of a broader brand evolution, the redesign rolled out nationally across the portfolio and helped create a more cohesive, contemporary platform for future growth.
Food & Beverage
"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 3X category growth and +17% household penetration growth in H1 2026."
Kathy Maurella, Chief Marketing Officer at Waterloo Sparkling Water
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