A Loyal Fan Fuels a Major Pivot (Image Credits: Unsplash)
Kim Kardashian emerged as co-founder of Update, a four-year-old energy drink brand, as it unveiled a sleek packaging transformation on February 24.
A Loyal Fan Fuels a Major Pivot
Kardashian had consumed Update regularly since 2023 and shared input on its formula and look, which paved the way for her official involvement. CEO Daniel Solomons highlighted her contributions in a Fast Company interview. The timing proved pivotal, coinciding with a distribution agreement for 4,000 Walmart stores set to launch March 1. This move positions Update for broader reach amid rising demand for functional drinks. Kardashian’s participation extends beyond endorsement; she collaborated intimately on the brand’s evolution.
Her influence shifted Update from a niche player to one aligned with her signature style. Observers note parallels to Skims, her apparel line celebrated for minimalist forms and neutral tones accented by subtle pastels. The redesign embodies a futuristic yet approachable vibe that resonates with aspirational consumers.
Ditching the Tech-Bro Vibe for Premium Appeal
Update enlisted Day Job, the agency behind successes like Fly by Jing hot sauce, Recess adaptogen drinks, and the minimalist protein bar David. These projects excel in crowded categories by prioritizing excellence over familiarity. Rion Harmon, Day Job’s executive creative director, explained the philosophy: “The lesson we take from the success of naming and branding David is that a brand doesn’t need to be your friend. It just needs to be very, very good.”
This approach informed Update’s overhaul. The prior design featured neon metallics, stenciled fonts, and dense graphics suited to gaming setups. Now, cans display muted metallic hues in blue, pink, maroon, and yellow alongside sparse text and a bold sans-serif wordmark. Harmon described the result as a “nearly non-logo” with reflective finishes to convey premium futurism. The change targets wellness enthusiasts rather than mass appeal.
Old Design vs. New Reality
| Design Element | Previous Version | Current Version |
|---|---|---|
| Color Palette | Bright neon metallics | Muted metallic blue, pink, maroon, yellow |
| Typography | Stenciled wordmark | Bold sans-serif, minimal |
| Overall Aesthetic | Techy, chaotic graphics | Clean, premium futurism |
The redesign minimizes clutter, listing only essential details like flavor, calories, and sugar. Update’s formula centers on paraxanthine, a compound the body converts to caffeine for smoother energy without jitters. Kardashian selected preferred concepts from Day Job’s prototypes and offered precise refinements throughout. Harmon praised her role: “She was very involved, from initial vision to minor refinements, creative directing all along the way.”
This hands-on process ensured the cans evoke Kardashian’s aesthetic without overt branding. The goal remained versatile: at home in a high-end fridge or on Walmart shelves.
Thriving in a Saturated Beverage Landscape
The global energy drinks market reached $79.39 billion in 2024 and could hit $125.11 billion by 2030, per Grand View Research. Competition intensifies as functional options proliferate among young, health-conscious buyers. Harmon noted the sector’s typical excess: “The category of energy drinks is extremely loud, lots of color, lots of neons, lots of overlapping graphics, lots of chaos.” Update counters this with restraint.
Kardashian’s vision emphasized “clean, premium futurism to reflect the innovative approach to energy.” Her track record in personal branding amplifies the strategy’s potential. Day Job aimed to capture her essence subtly: “It needed to feel like Kim, without saying Kim,” Harmon said.
Key Takeaways
- Kardashian’s feedback transformed Update’s branding from masculine and flashy to minimalist and luxurious.
- A Walmart deal for 4,000 stores starts March 1, boosting accessibility.
- Paraxanthine offers jitter-free energy, aligning with wellness trends.
Update’s reinvention signals how celebrity insight can redefine everyday products in booming markets. Consumers now encounter a drink that bridges luxury and convenience. What role will Kardashian’s touch play in Update’s trajectory? Share your thoughts in the comments.