Shotover Jet manager Clark Scott said it was the largest revamp the company had undertaken since it launched the Thrill Therapy concept in the late 1990s, and followed customer-driven research.
The management and marketing team believed it was time for a stronger look to its promotional and advertising material, he said.
The revamp, launched to the public today, involves a sharper brand design, clear and concise wording, more use of the colour red, improved canyon imagery to illustrate the thrill of the jet-boat ride, new uniforms for crew, updated vehicle branding and an upgraded website.
The company logo and boat livery were the only aspects to remain the same.
