What Is Changing?
Wide Awake is being refreshed with an updated brand identity and modernized packaging designed to create a stronger, more recognizable presence on the shelf. The new packaging features updated graphics, contemporary design elements, and a more cohesive visual appearance across the entire product lineup.
The refreshed look better reflects the quality, energy, and value that Wide Awake delivers while creating a more impactful shopping experience for consumers. The new design makes it easier for shoppers to identify the brand and navigate the assortment, helping strengthen brand recognition throughout the coffee aisle.
The rebrand focuses on elevating the visual presentation of the brand while maintaining the products, quality, and value shoppers have come to know and trust.
Why Are We Making This Change?
Coffee shoppers are increasingly drawn to brands that deliver both quality products and a strong visual identity. The Wide Awake refresh was developed to ensure the brand remains relevant, recognizable, and competitive in today's marketplace.
The rebrand was designed to:
• Modernize the overall appearance of the brand
• Improve shelf presence and visibility
• Strengthen brand recognition across the assortment
• Create a more consistent shopping experience
• Enhance shopper engagement and appeal
• Position Wide Awake for future growth and innovation
The refreshed packaging helps communicate the quality and value of the brand more effectively while creating greater impact at the shelf.
When Is It Happening?
The Wide Awake rebrand will begin rolling out as new packaging enters the supply chain and existing inventory is sold through. During the transition period, retailers may receive products featuring either the current or new package designs.
The rollout will occur throughout upcoming shipments, with stores gradually seeing the updated appearance across the assortment. Product formulations, quality, and item setup will remain unchanged unless otherwise communicated.
Additional communications and product updates will be shared as the transition progresses.
Coming Soon
Watch for the new Wide Awake packaging to begin arriving in stores as the rebrand rolls out across the assortment.
The new Wide Awake brand delivers a modern, energized appearance while maintaining the quality and value shoppers expect. This refresh strengthens the brand's presence on shelf, enhances the shopping experience, and positions Wide Awake for continued growth in the coffee category.
