LIQUID I.V. BRAND REFRESH
After almost 10 years of success, it was time to give the brand a facelift. As trendsetters and category builders, staying cutting edge visually is key.
I created a new packaging design system that features juicy fruit photography, simplified product claims and clear differentiation between each product benefit extension. The integration of fruit photography on packaging solved a huge flavor differentiation issue on shelf and helped create a stronger brand block. The packaging also features simplified science to make sure product benefits are easy to digest for consumers at the point of purchase.
As a part of the Brand Refresh, all packaging, POS and displays, retail toolkits, retail imagery and PDPs, social touch points and Liquid-iv.com were updated. A new paid media asset bank was developed, as well as a full 360 campaign to announce the launch of our new brand identity.
Results: The Brand Refresh successfully increased purchase intent, created easier SKU findability on shelf, and improved on brand equity measures on all 4 measures (function, flavor, impact, culture). It also drove higher association with being premium, fun, trustworthy, unique, and less medicinal.
Goal: Refresh Liquid I.V.’s brand visual identity and packaging to create higher impact branding, modernize the visual identity, bring flavor to the forefront and clarify product architecture. Incremental change should be made to the brand look and feel, without losing sight of what our consumers know and love.
Approach: Bring to life our four key pillars-function, flavor, culture and impact, while creating a modern and bold brand visual identity.
The new visual identity features a more vibrant color palette, bolder typography and a stronger logo to ensure branding is always visible no matter scale. Hydration cues remain an important visual element, from overlays to integration in product photography. Photography should feel vibrant and full of life, while still feeling candid and relatable.
As a part of the Brand Refresh, we revamped our website to match our new visual identity, as well as create a better user experience. This lead to increased CRV for top performing pages.
As a part of the Brand Refresh, we created a new set of POS materials and in-store displays for retailers like Target, Walmart, Kroger and Albertsons.