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When Nirvana began to push its personal brand forward, retailers didn’t respond the way the water manufacturer hoped they would. Darya and Mo Rafizadeh realized that the look of their product needed an image overhaul because the packaging didn’t match what it contained: stellar mountain spring water. In 2009, the “new” Nirvana line launched with streamlined bottles and more modern packaging, featuring refreshing shades of blue and green.