Liquid Death is a canned water brand known for its aggressive, anti-corporate tone and humor-driven marketing. The brand reframes canned water as something rebellious and culturally relevant.
This project explores how that identity can extend into a full campaign through social media, product interaction, and a physical pop-up experience.
Pop-Up Experience — The Execution Chamber
An interactive installation placed in high-traffic urban areas.
Includes:
A guillotine display for symbolic “execution” of plastic
A can customization station
Product and merchandise area
A hydration bar
Local collaborative tattoo station
Why:
Transforms the brand into a physical experience and creates moments people want to document and share.
Limited Edition Cans
A series of limited-edition cans included in the pop up designed to turn the product into something more personal. Each can will be unique to the individual, extending the campaign into something collaborative/shareable.
Why:
Strengthening brand identity while encouraging social engagement and repeat interaction.
Tattoo Collaboration — Liquid Death x Deathmark Ink
A limited-time collaboration with a local tattoo studio, offering Liquid Death-inspired designs. Visitors who choose to tattoo the official logo receive it for free, turning brand loyalty into a mark.
Why:
Liquid Death already operates in the space of counterculture and identity. Partnering with a local tattoo studio grounds the campaign in real communities while reinforcing the brand’s irreverent tone.
Guillotine Giveaway (Social Campaign)
A social campaign where people post videos of either destroying plastic or reusing Liquid Death cans in creative ways.
To enter, they tag @liquiddeath and use #MurderYourThirst.
The winner gets a custom guillotine sculpture.
Why:
It makes sustainability feel less serious and more fun. The goal is to get people involved instead of just telling them what to do.
Final Note
This project focuses on turning brand identity into something people can engage with, both online and in real life.