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Portugal’s Frize has unveiled a refreshed brand identity and packaging that celebrates its heritage, natural credentials and irreverent personality. Inspired by its origins in Vila Flor, the sparkling water brand is introducing vibrant new designs and expanding its portfolio with Frize Botânicos, a range of alcohol-free ready-to-serve mocktails.

For a brand that has never been content to follow convention, Frize’s latest transformation is a natural next step.

Long recognised in Portugal as the sparkling water that does things differently, Frize has unveiled a refreshed visual identity and packaging design that seeks to reinforce the qualities that have set it apart since its beginnings in Vila Flor. The relaunch places the spotlight on two defining characteristics at the heart of the brand: naturalness and irreverence.

The sparkling water category is often associated with simplicity and restraint, but Frize has built its reputation by injecting colour, flavour and personality into the market. From its origins in the northern Portuguese town of Vila Flor, a place where nature itself appears to have broken the mould, the brand has consistently embraced a more playful approach.

That spirit is central to the new brand identity. The redesigned packaging introduces dynamic shapes inspired by Frize’s iconic bottle, creating a sense of movement and energy across the range. The visual language is intended to reflect the effervescence that consumers associate with the brand while ensuring strong stand-out on shelves.

Fruit also takes centre stage in the new designs. Vibrant bubbles filled with fresh fruit imagery provide an immediate visual cue to each flavour, enhancing recognition and emphasising the natural ingredients that underpin the range. The bold use of colour reinforces the brand’s lively personality while bringing greater consistency across the portfolio.

At the same time, Frize is strengthening its connection to its birthplace. A prominent “Vila Flor” signature now appears across the packaging, celebrating the location that shaped the brand’s identity and serving as a reminder of its Portuguese roots. In an increasingly competitive beverage market, the move reflects a broader trend among brands seeking to underline authenticity and provenance.

However, the refresh goes beyond packaging alone. Frize is also broadening its offer with the launch of Frize Botânicos, a new collection of alcohol-free, ready-to-serve mocktails. Developed for consumers seeking sophisticated non-alcoholic options, the range consists of three distinct botanical-inspired beverages.

The new line has been given its own visual world, distinguished by deep-blue tones that set it apart from the core portfolio while retaining the playful character associated with the Frize name. The drinks are accompanied by a “Perfect Serve” ritual designed to elevate the drinking experience, encouraging consumers to transform a simple refreshment into what the brand describes as a small celebration.

The introduction of Frize Botânicos reflects the growing appetite for premium alcohol-free choices, a segment that continues to attract consumers looking for flavour, convenience and social occasions without alcohol.

With its refreshed identity, stronger connection to Vila Flor and expansion into the mocktail category, Frize is reaffirming the qualities that have distinguished it for years. The message is clear: while the look may have evolved, the brand’s commitment to bringing a sense of fun, freshness and individuality to sparkling water remains very much intact.