LIV ORGANIC
IDENTITY AND PACKAGING FOR THE FIRST CERTIFIED ORGANIC SPORTS DRINK
LIV Organic entered a category built on artificial color and exaggerated claims. As the first certified organic sports drink, it needed to establish credibility. We created a brand identity and packaging system that feels performance-ready yet grounded in ingredient integrity. The result introduced a new visual standard to athletic hydration.
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Brand positioning
Visual identity
Packaging design
Production direction
LIV ORGANIC
Sports drink aisles are a visual battleground. Brands compete with loud colors, aggressive graphics, and language that promises performance at any cost. LIV Organic's goal wasn't to shy away from this – it was to be even more interesting.
APPROACH
We wanted to tap into the bold, eye-catching visual codes that define the category. And rather than promising performance through hype, LIV signaled it through clean ingredients. The challenge was to balance this competitive presence with a different approach to sports nutrition.
LIV's identity needed to work harder than most. We set out to make the brand look like it belonged on that shelf, with colors that popped and typography that exuded confidence. It also had to offer something meaningfully distinct: a certified organic sports drink in a space that has long overlooked ingredient quality.
RESULTS
The design commanded attention without resorting to clichés of the usual category. It stood out in retail environments and was easy to read, even when you were speeding past it on your way to the checkout.
One of the coolest things about the design was the full-body shrink label. It wasn't just a stylistic choice. Retailers actually requested it. LIV's organic formula doesn't contain the preservatives found in conventional sports drinks. That means the flavor color can deteriorate faster when exposed to sunlight. The full-height label helps protect the product.
That detail also became a key part of LIV's identity. By turning the can into a continuous canvas, the graphics felt purposeful. It wasn't just a logo slapped on a bottle.
PRESS
