Lucozade Sport wanted to attract a new audience with the shift in sports culture moving towards inclusivity and empowerment.


In order to reflect this cultural shift, we felt it necessary to position Lucozade Sport as a sports lifestyle brand rather than sports drink. The design needed more universal appeal and that’s exactly what we delivered, as we explored the visual themes of personal motivation and self-improvement.

Our design solution featured textured graphics, a new bottle shape and an updated brand marque. The design makes use of subtle colour gradients, textured detailing and a contemporary fluid aesthetic to introduce the products to a new audience.


The modernization of the identity has led to an increase of 15% in relevancy and an uplift in sales of 3.8% in the first 3 months.