# Brand Packaging Updates Coco5’s Packaging Overhaul Turns Passionfruit into a Top-Selling Flavor By Georgia Wray Norsten | Published 2025-05-26 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/coconut-water-brand-coco5 References: [coco5](https://coco5.com/?srsltid=AfmBOoqAftrza2in2jy-DS_p8gX9vJt0oYcc6B0N6cz8NbH_XVUmgwrt)  Flavored coconut water brand 'Coco5,' owned by NBA star Devin Booker, is seeing a remarkable upswing after debuting a full packaging refresh that redefined its shelf presence. The transformation -- centered on cleaner design, bolder flavor cues, and wellness-minded appeal -- catapulted its Passionfruit flavor from a low-performing SKU to the brand’s number one seller in just three months, all without altering the formula. Originally developed by a [Chicago Blackhawks](https://www.trendhunter.com/trends/lululemon-4) head trainer to hydrate elite athletes without artificial ingredients, Coco5 has grown far beyond its sports performance roots. Now stocked in over 7,000 retail locations including [Walmart](https://www.trendhunter.com/trends/vibes-party-pack), Target, [Whole Foods](https://www.trendhunter.com/trends/teakoe), and CVS, the rebrand targets a broader demographic -- particularly women and families -- while preserving its health-first DNA. Coco5’s strategic evolution demonstrates how design alone can drive sales velocity. The brand’s refreshed visual identity, coupled with on-premise expansion and retail execution, is positioning it as a formidable player in the functional beverage space. Image Credit: Coco5 ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 67% | Activity: 74% | Freshness: 41% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Packaging Overhauls:** Revamped packaging designs can significantly boost product sales and consumer engagement, as evidenced by Coco5's successful brand transformation. - **Flavor Spotlighting:** Emphasizing specific flavors through packaging and marketing can turn underperforming products into top sellers without changing the product itself. - **Demographic Targeting:** Shifting brand messages and visual appeal to attract new consumer groups can expand market reach and redefine product positioning. ### Who This Affects Most - **Beverage Industry:** The beverage sector is seeing the impact of design and branding innovations that can revitalize interest and boost sales performance across diverse retail channels. - **Retail Industry:** Retail platforms are prime venues for testing the efficacy of new packaging strategies that aim to attract a broader customer base. - **Sports Nutrition Industry:** Originally sports-focused, the industry is evolving by integrating wellness and design aspects to appeal to a wider array of consumers. ## Related on Trend Hunter - [Product Packaging Updates](https://www.trendhunter.com/trends/cocoyo-packaging.md) - [Nostalgic Clean Hydration Flavors](https://www.trendhunter.com/trends/clean-hydration1.md) - [Modernized Coconut Water Brands](https://www.trendhunter.com/trends/coconut-water-brand.md) - [Vibrant Snack Packaging Designs](https://www.trendhunter.com/trends/cooper-street-snacks.md) - [Vibrant Organic Product Branding](https://www.trendhunter.com/trends/fruit-bliss.md) - [Colorful Kombucha Branding](https://www.trendhunter.com/trends/colorful-kombucha-branding.md) - [Redesigned Sports Drinks](https://www.trendhunter.com/trends/choose-better-campaign.md) - [Modern Vitamin-Powered Water Rebrands](https://www.trendhunter.com/trends/vitaminwaters.md) - [Premium Clean-Cut Drink Branding](https://www.trendhunter.com/trends/sparkling-ice-branding-refresh.md)