Online Wholesaler Boxed Innovates with New LYT Water


This month online wholesaler Boxed launched a new line of premium electrolyte and alkaline waters, LYT Water, from its Vertex Award winning private brand, Prince & Spring.

LYT Water branding, derived directly from its main property, electroLYTes, and dubbed with the acronym “Love Yourself Today,” promotes an active lifestyle that inspires customers to be more energetic, positive, and confident in everyday life through refreshing, balanced, and electrolyte-enhanced hydration.

True to Prince & Spring’s trademark clean, modern design, LYT Water cases are adorned with gradient patterns of eye-catching blues and bold magentas, and each bottle is designed with a large, italicized LYT logo to represent brisk movement and motion. In addition to the product description (vapor distilled water & electroLYTes for taste) on the front of the bottle, consumers will also find the brand story on the back and can connect with the product on a more personal level.

“The Prince & Spring team is laser-focused on developing high-quality, design-forward products that our customers will love” Jeff Gamsey, Vice President, Private Brands at Boxed, said. “We’re thrilled to introduce LYT Water to the Prince & Spring family. From the powerful visual design to the evolution of our brand strategy, LYT represents an exciting addition to our growing product collection for Boxed customers.”

LYT Water steps further away from the old world of generic private label products and takes a big step towards a future in which brand identity can be a meaningful and engaging differentiator for private labels. This “true brand” approach integrates all the accoutrement and brand strategies that a national brand embodies and helps Prince & Spring products appeal to new generations of shoppers that don’t just want to save.

Learn more about Boxed and Prince and Spring when Vera Atamian Private Brand Sr. Designer at Boxed joins us at the Velocity Conference for the panel The New Frontier of Private Brand Design. REGISTER TODAY!

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.