Endlessly Creative Custom Merchandise

Producing creative custom merchandise has made Liquid Death one of our top brands to look out for in 2024. They’ve made expert work of the popular TAYA (They Ask You Answer) mentality by responding swiftly and skillfully to buzz in the media. We’re so inspired by their work, that we’ve decided to highlight some of their key moves in creative efforts. In this article we’ll take a look into their creativity, responsive marketing tactics, and familiarity with their brand’s aesthetic.

Cultivating Creativity in Branded Merchandise

At the core of Liquid Death’s custom merchandise strategy lies a relentless pursuit of innovation and originality. Rather than simply slapping their logo onto generic items, Liquid Death approaches each piece of merchandise as a canvas for artistic expression. From apparel to accessories, every product reflects the brand’s irreverent spirit and commitment to standing out from the crowd.

In addition to their selection of uniquely designed t-shirts, Liquid Death breaks the mold with their custom merch by including a variety of unconventional products. Some examples include custom made pet chew toys, costumes, water bottles, koozies, and lawn chairs. All of these items align with their laid-back lifestyle the brand heavily leans into within their marketing. Their main product of canned sparkling water is expanded upon by creating a community of fans who enjoy their product and unique messaging. 

Upon release, many consumers and media representatives noted Liquid Death’s packaging resembles an alcoholic beverage more than a family friendly sparkling water brand. Imagine launching a product that conflicts with two major audiences: people mistakenly purchasing the product thinking it’s an alcoholic seltzer and those wanting sparkling water who will easily pass the product up thinking it contains alcohol. What could’ve been a huge mistake in product design leading to failure actually became one of Liquid Death’s biggest assets within their messaging. 

Responding to Public Opinion with Clever Marketing

Because of their dubious product design Liquid Death garnered some confusion with law enforcement officials who began frequently stopping drivers drinking the sparkling water beverage believing it to contain alcohol. Negative media attention like this could easily inspire most brands to adjust their product design and issue a public apology. However, Liquid Death’s response was to double down on this controversy by releasing creative merchandise and advertising to accompany the misconception. 

One of our favorite examples of this creative approach to custom merch is their signature brown bag koozie. For those unfamiliar, convenience stores will often supply a brown paper bag when purchasing a single canned alcoholic beverage to comply with open container laws. By leaning into the similarities found in their product design, Liquid Death released these koozies pictured below as a form of functional satire in response to the misconception. 

Similarly, their “flasket,” which is a flask designed in the shape of a casket, perfectly encapsulates the combination of their willingness to lean into this branding misconception, affinity for custom merchandise, and macabre heavy metal aesthetic. By employing their endless creativity, Liquid Death stands out as a brand not afraid of taking risks in the food and beverage industry which is typically risk-averse. A nearly disastrous product flaw has become one of their most successful core marketing strategies.

Dedicated Brand Awareness for Creative Custom Merchandise

As mentioned previously, in a sea of generic sparkling water brands focusing on a healthy and clean branding message, Liquid Death stands out by doing the exact opposite. Even in name, Liquid Death comes off as an edgy somewhat abrasive brand. This is reflected in their brand aesthetic as well as their creative custom merchandise. Embracing bold, gothic lettering, macabre themes such as skeletons and death, and a heavy metal aesthetic, Liquid Death commits to their branding in every aspect. 

If you look at their messaging, Liquid Death incorporates their aesthetic in unique ways. For example, to encourage site visitors to join their premium country club rewards program, they ask you to “sell your soul” rather than simply subscribe. This play on language is also used in their product flavors such as “Cherry Obituary,” “Squeezed to Death,” and “Grave Fruit.” By simply changing the wording in various messaging tools, Liquid Death creates a more cohesive brand identity throughout. 

In addition to their usage of creative custom merchandise, Liquid Death also excels in creating graphic t-shirts that perfectly blend into the heavy metal aesthetic they’re known for. Most designs involve large, death themed prints with edgy typography making them look more like concert band tees over basic promotional products. By creating better branded merch, Liquid Death creates a community of fans who not only enjoy their product, but also the design and aesthetic they’ve carefully curated. 

Closing Thoughts

In all, Liquid Death’s merchandise strategy complements its core product, canned sparkling water, by fostering a community of enthusiasts who not only appreciate the product but also identify with its unique messaging. This community-centric approach not only strengthens brand loyalty but also amplifies its reach, turning customers into brand advocates. By creating unique custom merchandise, aligning with public opinion, and staying true to their brand’s messaging and imagery, Liquid Death remains one of our top examples of how a company can elevate their brand in an otherwise saturated industry. 

Thank you for reading our case study. At Mello, we always hope to inspire brands to revitalize their custom promotional merchandise to new heights. With a rich history in design, we offer several retainer packages to assist in brand revamps at any level. Our full production team is also here to guide you through the merch process whether it be screen printed t-shirts, embroidered goods, or any other promotional items made from scratch. Step up your merch game, and request a quote with us here.