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Organic cold-pressed juice pioneer Evolution Fresh, Inc. has announced a comprehensive brand refresh and marketing offensive to kick off 2026. The strategic overhaul includes an updated visual identity, new packaging, and a culture-forward digital campaign featuring Mark Ballas.

The move is designed to reinforce the brand’s leadership position within the rapidly expanding premium juice category, capitalising on a period of significant commercial momentum.

Double-Digit Growth

The rebrand comes as Evolution Fresh reports robust performance metrics. Over the last two years, the brand claims to have doubled its household penetration while achieving a +31.1% growth in dollar sales across all channels.

This surge aligns with a broader consumer shift towards "better-for-you" beverages made with real ingredients. Evolution Fresh differentiates itself in this crowded market through its commitment to cold-pressing—avoiding heat pasteurization to preserve nutrient density in its farm-sourced fruit and vegetable inputs.

Visual Identity and Packaging

Scheduled to hit shelves in February, the brand is introducing a "bold new look." The refreshed packaging architecture prioritises functional navigation, bringing benefits such as immunity, hydration, and digestion to the forefront of the label to aid shopper decision-making.

Key Updates:

• Updated Logo: A more distinctive brand presence.

• Functional Signposting: Clearer communication of specific health benefits to help shoppers navigate the lineup.

Marketing Campaign: 'Cold Pressed. Nutrient Obsessed'

To support the visual refresh, Evolution Fresh has launched the "Cold Pressed. Nutrient Obsessed" campaign. The creative platform celebrates healthy obsessions and features content from three-time Dancing with the Stars champion and Emmy nominee Mark Ballas.

The campaign aims to inject optimism and humour into the wellness conversation while highlighting the brand’s specific obsession with the cold-pressing process.

Molly White, Chief Marketing Officer at Generous Brands, commented on the strategic objectives of the refresh:

“Evolution Fresh has set the standard for quality and flavour in cold-pressed juice, and our growth proves that our clean, functional products truly resonate with consumers. With this brand refresh and campaign, we’re aiming to help more people understand what cold-pressed means: fresh, vibrant tasting, high-quality juice with potent nutrition in every bottle.”