Mio’s maximalist rebrand speaks to how the beverage industry is evolving

Plain water might be boring, but liquid beverage company Mio is out to prove to Stanley cup-toting Gen Z “beverage girlies” that they can get more from their water with a splashy, colorful rebrand. Mio makes its case with simplified packaging, an updated sans-serif typeface, and an eye-catchingly bright color scheme that’s designed to stop scrolls. As part of the rebrand, the company has also adopted a new, TikTok-ified marketing strategy that captures younger consumers by playing...