Mike Miller, an NBA basketball player, created L.I.F.E. energy drinks in 2012 after a shortened championship NBA season with the Miami HEAT. After every game, Miller was looking for a boost, so he tried various energy drinks, but nothing worked for him as he had hoped. He needed something more. Thus, the creation of Let It Fly Energy (L.I.F.E.) drinks and shots began. Our agency, hired for a brand refresh, crafted a brand manual detailing L.I.F.E.'s philosophy and operational processes for staff and stakeholders, alongside a refreshed design language spanning product lines, brand assets, and marketing collateral.

LET IT FLY Energy

  • Client: Let It Fly Energy

    Sector: Energy Drinks

  • • Brand Strategy & Story
    • Brand Positioning
    • Branding redesign
    • Brand Voice & Tone
    • Brand Book
    • Social Media Templates
    • Print & OOH
    • Website Design System
    • On Air Graphics Package
    • Advertising

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VISUAL IDENTITY

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BRAND STRATEGY & STORY

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BRAND GUIDELINES

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PRINT & OOH

〰️ VISUAL IDENTITY 〰️ BRAND STRATEGY & STORY 〰️ BRAND GUIDELINES 〰️ PRINT & OOH

A basketball player mid-air about to dunk a basketball into the hoop, with the text "LET IT FLY ENERGY" overlayed on the image, and a fiery background.
Miami Heat Basketball player Mike Miller wearing a black 'Let it Fly' t-shirt holding a basketball, standing in front of a backdrop with large red letters spelling 'ELEVATE YOUR GAME' and promotional text about vitamin-enhanced drinks.
Fizzy Energy Drink cans labeled 'Fruit Punch', surrounded by ice cubes, strawberries, blueberries, orange slices, and splashes of liquid against a red background.
Design sheet showing the logo for Let It Fly Energy in various styles, including black frame, black signature, and knockout signature, with guidelines and different subtext options for branding.
Diagram of a black triangle titled 'The Apex' with labels indicating maximum potential at the top and potential at the bottom, illustrating a concept related to the 'Apex' as a symbol of reaching one's highest point or goal, with accompanying text explaining its significance.
Color swatch chart showing primary red, primary black, primary white, and primary grey with RGB and CMYK color codes.
A collage of presentation slides with themes of sports, outdoor activities, and branding, featuring images of people skateboarding, running, windsurfing, and engaging in outdoor adventures.
Collage of images including a can of energy drink, a woman drinking on the beach, a soccer player, a close-up of orange slices, fresh green mint leaves, and a man playing basketball, snow-capped mountains with skiers, and a black and white logo.
Silhouette of a person jumping to hit a volleyball on a polished wooden floor, with sunlight streaming through windows, and an energy drink advertisement in the lower corners.
Shadow of a person holding a tennis racket on a green tennis court with text "Let it Fly ENERGY" and "ELEVATE YOUR GAME" and a can of Let it Fly energy drink in the bottom right corner.
Shadow of a person riding a bicycle cast on a tiled wall during sunset, with a Let it Fly Energy drink can and the slogan "Elevate Your Game" visible.
Three Instagram-style sports promotional images on a red background. The first shows a woman playing beach volleyball reaching for the ball, with a can of Let it Fly energy drink in the foreground. The second features a basketball player jumping toward the hoop with a can of the energy drink at the bottom right. The third depicts a skateboarder mid-air performing a trick, also with the energy drink can in the bottom right corner. All images have the slogan "ELEVATE YOUR GAME" and a red and white "Let it Fly" energy drink logo.
A person riding a mountain bike through a grassy field with leafless trees at sunset, promoting Lettify Energy drink with the slogan 'Ride the extra mile. Then do it again.' and an image of the product can.
A person hanging from a basketball hoop on a deserted outdoor court at sunset, with an advertisement for Izzetify energy drink featuring a can and the slogan 'Haters can't bring down what they can't reach.' Outlined are the phrases 'Lift it' and 'Energy' in the top right corner, and 'Elevate your game' at the bottom.
Billboard advertising LiteFYN Energy drink featuring a soccer player in a dynamic pose and a can of the energy drink, with the slogan 'Game on, energy up' and the tagline 'Elevate your game.'
Computer screen displaying a webpage for a product called Let It Fly Energy featuring energy shots and a can of fruit punch energy drink, with a man holding the can and smiling, in a basketball court background.
Three cans of fruit punch energy drinks with ice cubes in front, featuring colorful fruit illustrations and drops of condensation on the cans, set against a red background.
Three bottles of Let it Fly Ezzy Sleep natural sleep aid drink, featuring honey lemon flavor, with variations in labels and packaging designs, set against a gradient brown background.
A white pickup truck with promotional decals and slogans inside a dark, spotlighted arena or studio, with the words 'Let it Fly' and 'Elevate Your Game' visible on the vehicle.
A young woman and man in athletic wear standing close together, gazing into each other's eyes against an urban wall, with both shirts displaying the logo and slogan 'Elevate Your Game'.
A black and red baseball cap with a white logo, resting on a textured, possibly concrete surface, with a blurred beach and water in the background.
Red gym bag with black straps and white text reading 'FUEL YOUR FURY' on a gym floor, with a can of LizTfy energy drink and a white wristband nearby, inside a gym with gym equipment and bright lighting.