Update is Skims you can drink

Key Takeaways:

• Kim Kardashian’s streamlined aesthetic is central to Update’s rebranding
• Update recently secured a 4,000-store distribution deal with Walmart
• The energy drink features paraxanthine, a caffeine-related molecule
• Design agency Day Job helped reinvent the brand’s packaging
• The energy drink market is expected to grow significantly by 2030

Update’s Origins and Evolution

Founded four years ago by CEO Daniel Solomons, Update entered a rapidly growing energy drink market. Originally sporting a “masculine tech bro” design with bright metallic hues, the brand attracted attention but lacked the refined edge Solomons envisioned. With energy drinks estimated to be a $79.39 billion industry in 2024 (potentially reaching $125.11 billion by 2030), standing out on crowded shelves was a priority for Update.

Kim Kardashian Steps In

Solomons notes that Kim Kardashian had been a big fan of Update’s original formulation, steadily purchasing it since 2023. Intrigued by the product and looking to refine its overall aesthetic, Kardashian offered feedback on both flavor and packaging. As her involvement grew, she joined the company officially as a cofounder.

A Design Overhaul

Kardashian’s minimalist style gained prominence through ventures like her apparel line Skims, and that same ethos now guides Update. The cutting-edge agency Day Job, known for its sleek brand designs, took the lead in transforming the can’s look. Gone were the neon palettes and over-the-top graphics; in their place arrived subtle tones of blue, pink, maroon, and yellow—coupled with a “nearly non-logo.” This lean approach mirrors Kardashian’s personal brand and brings a sense of clean futurism to the energy drink sector.

The Paraxanthine Edge

Technically speaking, the brand touts paraxanthine—an ingredient the body naturally converts into caffeine—as a tool for delivering energy with fewer jitters. While the science behind that claim may spark curiosity among consumers, its novelty is central to Update’s push for innovative energy solutions.

Looking Ahead

Their collaboration has already landed Update a 4,000-store distribution deal with Walmart, set to begin March 1. For Kardashian, the beverage showcases a natural extension of her minimalist persona, presenting a sleek alternative to louder options in the energy drink aisle. For Solomons, it’s an opportunity to redefine “future-forward energy” while capturing the aspirational style made famous by Kardashian’s established ventures.