Liquid I.V.
Liquid I.V. is a collection of science-based functional beverages can hydrate faster than water alone and contain curated performance ingredient blends that provide benefits like Energy, Sleep and Immune Support.
Service
Branding
Package Design
Art Direction
(Food Photography)
Agency
Hatch
Year
2024
The Problem
In order to improve sales growth under the acquisition of Unilever, Liquid I.V needed a brand refresh in order to modernize its look, improve shelf appeal, and appeal to a younger demographic.
The Opportunity
In order to achieve these goals we started out by reimagining the logo to be bolder and more confident and heroic. For our core line, we pivoted from the stark white brand color, to a deep blue, which helps amplify the contrast of our word mark. We also needed a way to amplify energy and flavor. We decided to create unique and energetic ingredient composition to help sell our consumer on taste appeal. In addition to those changes, we eliminated unnecessary copy on pack, and dialed up communications that actually resonated with consumers.
The Results
Liquid I.V.'s 2024 rebrand was highly successful, leading to positive consumer feedback, stronger brand equity, better in-store visibility, increased purchase intent, and significant e-commerce growth, with consumers preferring the new look featuring clearer flavor imagery and updated branding, resulting in higher engagement and loyalty. The brand saw impressive results like a 35% boost in awareness, better SKU findability, and reduced acquisition costs, solidifying its market leadership.
