In November, Izze Sparkling Juices traded its brightly colored packaging for a more sophisticated look during the holidays. Four-packs of 8.4-oz cans of the sparkling water and fruit juice blends are housed in paperboard containers printed in silver metallic ink.

This is the first year the drinks will be available in the proprietary holiday packaging, which was designed specifically for gift giving.

Describing the concept behind the new packaging, Izze Beverage Co.'s Kelli McCusker states, “We envisioned our version of the Tiffany box—something that uniquely represents a quality 'gift' inside.”

Created with input from graphic agency Vermilion (www.vermilion.com), the holiday packaging continues the Izze tradition of a simple, clean design. “So many consumer product goods feel the need to say everything on the pack,” McCusker continues. “We avoided that. The simplicity and lack of overcommunication are hallmark styles of Izze and have made it aspirational for discerning consumers from the beginning.” The juices are distributed exclusively at Target stores. They come in five flavors: sparkling blackberry; sparkling clementine; sparkling grapefruit; sparkling pomegranate; and sparkling apple.

McCusker says the juices provide a nonalcoholic alternative for holiday gift giving and can be used as a cocktail mixer. The four-pack retails for $3.19.