Lucozade Restoring leadership

Visual Identity + Brand Architecture + Innovation + Packaging

Lucozade, the UK’s no.1 energy drink, needed a powerful new identity to reassert itself as the category beacon.

Inspired by a new brand idea, Energy Is Everything, the marque is a bold statement of intent, expressed with momentum and attitude. Each product range was designed to balance masterbrand cohesion with differentiation through energy type: from Energy’s sparkling uplift, to Sport’s driving performance. We also created Lucozade Revive, a sub-brand that engages people looking for a gentler, smarter energy boost.