Media mogul Kim Kardashian has joined forces with energy drink brand Update as a cofounder, marking a new era for the four-year-old company. On February 24, Update unveiled a new packaging and design overhaul, which was led by Kardashian in collaboration with design agency Day Job. This move also coincides with a 4,000-store distribution deal with Walmart, set to begin on March 1.
Update CEO Daniel Solomons revealed that Kardashian had been a customer of the brand since 2023 and had been providing feedback on the formula and packaging. Her involvement ultimately led to her formally joining the team. The new design takes Update from a “masculine tech bro” look to a more refined and minimalist aesthetic, reminiscent of Kardashian‘s successful apparel company Skims. According to Solomons, Kardashian worked closely with the team to rethink Update‘s branding, resulting in a can that feels perfectly natural in her hand.
The global energy drinks market is projected to reach $125.11 billion by 2030, according to Grand View Research. To stand out in this crowded market, Update turned to Day Job, the design agency behind brands like Fly by Jing and Recess. Rion Harmon, Day Job‘s executive creative director, noted that the goal was to create a brand that reflects excellence, rather than trying to be friendly. The new design features a palette of muted metallic colors and a bolded sans serif font, which Harmon calls a “nearly non-logo”.
Kardashian was heavily involved in the design process, providing feedback and creative direction throughout. The final result is a beverage that embodies the same aspirational aesthetic as Skims, with a design that would look at home next to a pair of ballet-core joggers or in Kardashian‘s own hand. As Harmon noted, the goal was to create a brand that “feels like Kim, without saying Kim”, and the new design achieves this by capturing the essence of Kardashian‘s personal brand.
The impact of Kardashian‘s involvement with Update is likely to be significant, given her massive following and influence. With the new design and distribution deal with Walmart, Update is poised to become a major player in the energy drink market. As the brand continues to roll out its new packaging and design, it will be interesting to see how consumers respond to the updated look and feel of Update.
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