Liquid I.V. X Grillo’s Pickles
The collaboration between the two power house brands came after teasing a new pickle Liquid I.V. flavor on April Fools’ Day for two years. After our communities feedback requesting an actual flavor, our flavor science team got to work dreaming up our first savory flavor.
We partnered with the ultimate pickle brand, Grillo’s Pickles, championing their loud, unapologetic brand and specific flavor notes and pairing that with our superior hydration science.
The result is a simple and bold campaign bridging the two brands through color, texture, and photography resulting in selling out in only 36 hours.
The campaign encompassed video and social content and a full paid advertising suite.
The color palette has been created from both brand core palettes to create a vibrant and attention-grabbing palette.
Using the brands signature colors, Liquid I.V. Blue and Grillo’s Pickles Green, we are ensuring both brand show up strong and in their true form.
The secondary palette helps reinforce each brands owned visual identity and working to blend the worlds into something unique.
On the Liquid I.V. side we had a powerhouse team including:
Creative Director: Stevy Wang
Design: Ethan Schaffer
Art Direction: Roxy Morrison
Copy: Danielle Williams
Photography: Christiano Hermoso
Project Manager: Hannah Banks
Partnerships: Nicole Candiff, Jackie Vo
Brand: Rafael Deleon, Tayce Taylor
Our primary header font is Chromatic Pro, Liquid I.V.’s brand font. The font helps ground the sticker elements and bold photos bringing in a narrative thread. For callouts and special text, we used Grillo’s Collete, their original hand drawn font.
The two fonts together create a unique synergy point between the brands, finding a unity that strengthens the campaign.