Packaging · Global · 2019
Liquid Death: Murder Your Thirst
A canned water branded like a heavy-metal band, built to be seen at festivals and bars.
By Maer Media editorial teamPublished 4 October 20263 min readLiquid Death in-housePackaging · Branding · Content & Social
- Brand
- Liquid Death
- Market
- Global
- Year
- 2019
- Category
- Packaging
- Agency or team
- Liquid Death in-house
- Channels
- Packaging, social, events
The context
Bottled water is a commodity with almost no brand loyalty, and plastic bottles carry a growing environmental stigma.
People want to be seen with a cool drink, even when it’s water.
The move
Liquid Death put mountain water in tallboy cans with skull artwork and dark humour, so it looked at home at concerts and parties, where people might otherwise reach for beer.
How it was executed
- Packaged water in tallboy cans.
- Used heavy-metal art and dark humour.
- Built presence at festivals and bars.
A canned water branded like a heavy-metal band, built to be seen at festivals and bars.
What happened Reported facts
The company reported a $1.4 billion valuation in 2024. It became a case study in how packaging and tone can create a brand in the most commoditised category.
Why it worked Maer’s analysis
The pack let people drink water socially without feeling boring.
What to take from it Maer’s analysis
- 01Packaging can reposition a commodity completely.
- 02Design for the social setting where you want to be seen.
- 03Humour is a distinctive asset when it’s consistent.
Indian beverage brands can reframe ordinary products through packaging, as long as the humour stays consistent.
Where Maer applies this
The same thinking runs through these brand templates:
Sources: Liquid Death; press coverage (2024). Figures are as publicly reported; Maer Media was not involved in this work and is not affiliated with Liquid Death.
The Maer Media editorial team studies how brands are built, from positioning and packaging to launches and growth. Figures in each case study come from the public sources listed above; the analysis and the India notes are our own. More about Maer
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