Wonderful Press Info


New look is first step in refreshed brand strategy; six new back labels highlight FIJI Water’s untouched journey from cloud to bottle


LOS ANGELES (January 5, 2015) – For the first time in 10 years, FIJI Water, the number one premium bottled water brand in the United States, is changing the look of its iconic bottle by redesigning its label.


FIJI Water’s new look showcases the beauty of the product and story behind the brand.  Each bottle size, 330ml, 500ml, 1L and 1.5L will feature not only the brand new label, but also six new back labels. Each back label will reflect one distinct aspect of FIJI Water’s journey from cloud to bottle bringing the FIJI Water story to life. The iconic square shape, blue bottle cap, soft taste and unique mineral profile that consumers have come to know and love, will remain the same.


“Our new label is a modern interpretation of FIJI Water’s legendary and iconic look,” said Clarence Chia, vice president of marketing. “This new label is just the first step in educating consumers about FIJI Water through a refreshed brand strategy. Our bottle is the most visible and tangible connection point we have with buyers, and we love how the new look expresses our brand DNA.”


Inspired by the islands of Fiji, the new label captures the natural beauty of FIJI Water’s source and its journey from cloud to bottle.  The lightest blue hues mimic the pristine waters of Viti Levu (Fiji Islands) and clear rainfall that fills every bottle of FIJI.  The deepening shades of cobalt and sapphire represent the rain drop’s journey from cloud to volcanic rock, where it ends in an ancient artesian aquifer. The signature pink hibiscus flower is greatly amplified, reflecting FIJI Water’s youthful spirit and capturing the essence of “untouched” for premium bottled water consumers.


FIJI Water is produced in the following sizes:

•             330ml (11.16 oz.) / $1.19 per bottle SRP

•             500ml (16.91 oz.) / $1.49 per bottle SRP

•             1 Liter (33.81 oz.) / $2.49 per bottle SRP

•             1.5 Liter (50.73 oz.) / $2.79 per bottle SRP


The new label will begin to hit store shelves nationwide in early January. For more information and for the latest updates on FIJI Water, please visit FijiWater.com or Facebook.com/fijiwater.


About FIJI Water

FIJI® Water, natural artesian water bottled at the source in Viti Levu (Fiji islands), is the No. 1 premium bottled water in the United States. FIJI Water, known for its iconic square bottle, soft mouth feel and unique mineral profile, is the water of choice among discerning consumers and top chefs.  Widely available at fine restaurants and hotels, all major retail channels and through a convenient home/business delivery service, FIJI Water has expanded globally to more than 60 countries. To discover Earth’s Finest Water, please visit www.fijiwater.com, like us on Facebook, or follow us on Twitter.