Liquid & Liquid is the manufacturer of liquid sport nutrition from Germany. L&L products are chosen by those who want to get more from themselves and their bodies. For their new audience, L&L offers a new multi-component product that requires a fundamentally different approach to design as compared to the standard sport nutrition. We had to develop a package design for the new product range promoting sport not as a physical activity but as a special way of life.

The L&L audience includes those who live in a big city rhythm:  they get out of their home for a run at 5 o’clock in the morning, visit round-the-clock gyms, practice outdoor crossfit. It is a new generation of consumers who do not need sports nutrition as such but require full support for their lifestyle.

The tremendous market doesn’t manage to adapt to its rapidly changing buyers: the shelves are full of identical black and red or black and orange cans. L-carnitine and protein are too familiar and no more satisfying customers’ demands.

Imagine: in your bag, near your favorite pair of trainers, there is a bottle filled with energy, charged to win. This is not a workout background, not a preparation; it is the very spirit of the movement, a quintessence of your wishes and mood, a bright pulse of a new life.

We spirited smooth lines of the initial Liquid & Liquid image while turning them into a rhythm, a sound, a movement amplitude, lines of a big city that never sleeps and never gets tired.

Away with boring cherry and citrus! Now you can try Moscow, take a sip of Hong Kong, taste Shanghai, Berlin or Paris.

It was us who created the initial L&L design six years ago. It was relevant for its time period and performed efficiently in terms of sales. But everything changes, and it is time to change not only the contents of the bottles but the way they are seen on store shelves.

We not only changed the package design but also redefined the logo. It became monochrome while displacing the focus from the brand to the product itself.

Liquid & Liquid is a brand that is different from others. It is impossible not to notice it; its appeal is the color vibration, a visual scream, a revolution coming from inside. A rebellion against obsolete thoughts, against a lifestyle which weights down, and against all that chains the freedom.

Bright. Dynamic. Provocative. Who needs goodies? We break the mold and turn it into a visual manifest. Faster. Crazier. More.