White Rock logo rises

White Rock Beverages (New York, New York), the nation's oldest beverage company, is unveiling a new logo that bears little resemblance to Psyche--the classic kneeling, topless nymph who has graced its bottles and cans since 1894. The new version is standing and fully clothed.

"For generations of Americans, Psyche was synonymous with being this topless beauty," said Larry Bodkin, vp of marketing for White Rock Beverages. "Many people won't be happy with it, but we felt she needed a new look, and this one captures the mystery and allure of this great icon. I guess we've left a little more to the imagination."

The new-look Psyche will make her formal debut at the New York Restaurant Show in February. Psyche will take to her feet to launch White Rock's new sparkling natural spring water, packaged in a uniquely designed 33-oz cobalt blue bottle.

For only the second time in her 107-year history, Psyche has received a much-needed makeover, this time courtesy of Eduardo Pires, a 21-year-old art student from the Parsons School of Design in Manhattan, who was selected the winner of White Rock's national contest to redesign the famed logo.

"I just thought she might want to stand up," says Pires, whose stylish logo was selected from hundreds of entries submitted.

The logo contest was held last year, with finalists being judged by the NEW YORK TIMES' Al Hirschfeld; artist Peter Max; Ford Models' Eileen Ford; fashion photographer Francesco Scavullo; and Whitney Museum Director Maxwell Anderson.

But altering such an important brand icon has not been well received by many fans of "The girl on the rock." The White Rock Collectors Association, a private organization for collectors and fans of White Rock, was one of the most vocal opponents of introducing a new Psyche.

"Psyche's timeless values: purity, tradition and beauty haven't changed, so why change her looks," said Frank S. Beckerer, Jr., president of the White Rock Collectors Association. "If you want to modernize symbols, let's tackle the oldest, largest and most famous first -- the Statue of Liberty."

White Rock, which celebrates its 130th anniversary this year, is best known for its high quality mixers and sparkling waters. Psyche, who was introduced on White Rock labels in 1894, was last redesigned in 1947. The original Psyche is from a 19th century painting by Paul Thumann, called "Psyche at Nature's Mirror."

For more info: Kelly Durcan for White Rock 212-596-0243.

Edited by Judy Rice, Managing Editor, Beverage Online