Flow Beverage Corp. is thrilled to unveil at Expo West in Anaheim, California (Hall E, Booth 5515) its refreshed, newly designed and most advanced sustainable packaging, set to debut later this summer in 2024 across North America alongside a new brand platform. This revitalization marks a pivotal moment for the brand, accentuating its premium appeal both on the shelves and in the hearts and minds of consumers. The rollout will commence with the introduction of the updated packaging for Flow Original, followed by the release of Flavored Water later in the year, solidifying Flow’s dedication to driving growth and sustainability across established and emerging channels.
The redesigned packaging aims to elevate Flow’s presence within the premium water category, boasting a refined and sophisticated design system. Emphasizing clear communication of its unique selling points, bolstered brand recognition, and a fresh emphasis on mineral rich properties as a key product differentiator, the new packaging is poised to captivate consumers’ attention and reinforce Flow’s commitment to excellence. “This new package design is visually striking on the shelf and positions Flow with a definitive edge in captivating consumers at the point of purchase. We have streamlined our design to resonate with discerning premium market consumers, ensuring clarity of messaging and consistent brand recognition across physical and digital platforms,” said Nicholas Reichenbach, Founder and CEO of Flow.
Founded in 2014, Flow’s mission since day one has been to reduce environmental impacts by providing sustainably sourced, naturally alkaline mineral spring water, in a recyclable plant-based pack. Today Flow is announcing its most sustainable Tetra Pak package yet, with 80%+ renewable materials, and mindfully sealed with an improved sugarcane-based cap. The new Tetra Pak carton replaces traditional polymers with bio-based ones and contains post-consumer recycled content for the first time. Flow’s new package is also designed to have the lowest carbon footprint to date; seven times lower than glass, four times lower than aluminum, and three times lower than PET.
Flow is B Corp certified with a “Best for the World” designation placing it among the top 5% of all B Corp certified companies, and the highest scoring water brand.
“We’re excited to be able to roll out our beautifully redesigned package in our most sustainable format yet, thus delivering on the core promise of Flow to bring you the highest quality mineral spring water in the most environmentally conscious way, without compromising its pure taste. As I’ve always said, Mother Nature is our biggest shareholder and doing what’s best for our consumers means doing what’s best for the planet,” Nicholas Reichenbach continued.
In addition to the new packaging, Flow is introducing their new brand platform. The ethos of this platform is grounded in Flow’s aspiration to empower consumers to embrace their best selves every day, which will serve to enrich the Flow brand and its strategic positioning through a multifaceted approach. The platform will be designed as a way to further connect with Flow’s community and target consumers through above-the-line communications, tailored retail initiatives, influencer and creator collaborations, consumer events, and more. Consumers will have further insight into the latest brand updates, exclusive offers and incentives. “This platform will aim to increase touchpoints for consumer engagement with the Flow brand, enforcing a community-led and inspired approach to our continued evolution underscoring our commitment to enhancing not just hydration choices but also holistic lifestyles,” added Nicholas Reichenbach.
Flow’s packaging redesign and new brand platform will further expedite Flow’s path to profitability through even stronger velocities and ability to invest in new, high growth channels. This is a pivotal moment for the Flow brand as one of the leading premium water brands in North America.
