BRAND IDENTITY
& PACKAGING

LUCID LEAF

The Brief:

Lucas Lauricella and Nick Seal, business entrepreneurs and students at The University of Arizona, Eller College of Management contacted me to help them brand a new health energy drink product they were launching. The design and packaging needed to engage the tech-savvy, socially conscious urban Gen Z demographic, with an exciting and lively approach, all while upholding transparency and authenticity.

Lucid Leaf is unlike any beverage you’ve tasted before. With the flavor of juice, the mouth feel of soda, and the health benefits of tea, we redefined what a drink can be.

Our drinks are brewed in small batches with fruit juices, caffeine, and a "lucid leaf" called guayusa, a powerful plant from the Amazon Rainforest. Packed with prebiotics and antioxidants, guayusa is known as a gut-friendly adaptogen with a smoother taste than its cousin Yerba Mate. We mixed together these natural ingredients to make a simple drink with a strong flavor, and we think you'll love it.