no soul. no entry.
No Soul. No Entry. is a conceptual campaign for the brand Liquid Death that focuses on raising awareness to the brand’s member only “club” which provides the latest info and offers to whoever joins. The club promotes a sense of exclusivity as those who choose to “sell their soul”, the coined term for joining the club, will get access to member-only merchandise, private events, and more.
By providing a loyalty program, Liquid Death has created an opportunity to enhance customer experience while increasing customer retention rates. Liquid Death’s current loyalty program creates a connection with consumers who choose to join that eventually leads to a higher loyal consumer following, which the brand will benefit from in terms of profitability. Supplementing the existing program with a print campaign will lead to increased awareness and add to the already 225,000 members the program has amassed just by adding in a small section about the program to their website.
No Soul. No Entry. creates a visual representation by bringing the exclusive club to life. It will focus on the exclusivity aspect of Liquid Death’s club and highlight the “sell your soul” tagline to keep the tone of voice that has already been established.
SET DESIGN / ART DIRECTION : GABRIELLA CERVI PHOTOGRAPHY: KAI GORDON STYLIST: SIDNEY MEAD
set design
The set design for this campaign aims to take the idea of an exclusive club literally. To focus on exclusivity the set design resembles a VIP section with branded touches to visually represent what a Liquid Death VIP section might look like.
BEFORE
AFTER
initial designs
The initial designs experimented with colors/fonts as well as took on an edgy editing style to match the feel of the club scene that was created within the set. However, the brand was lost within the design when compared to past campaigns and without product placement within the set, consumers would not familiarize the design with Liquid Death.
final designs
Drawing from inspiration pulled from past Liquid Death campaigns, the final design was able to keep brand consistency and still showcase the edgy water brand in a refreshing way.