


Case Study© 2012
Let It Fly EnergyHong Kong© 2012
Sparking New Life into the Asian Energy Drink Market
The Let It Fly Energy (L.I.F.E.) line offers a healthy energy drink alternative for athletes. Building on its success in the United States, L.I.F.E. aimed to expand into global markets, starting with Hong Kong. With high ambitions, L.I.F.E. engaged Kinsman Design for competitive analysis, brand strategy, identity creation, and a brand book.
We developed a localised brand position based on "way up positivity," a phrase that resonates with Hong Kong's basketball community.
Using qualitative focus groups, we clarified brand values and launched a dynamic L.I.F.E. logo. Associating with basketball, orange was chosen as the brand's energetic colour to reflect the lifestyle it promotes.
Packaging drew inspiration from the contained energy. To stand out among competitors, we designed visually striking packaging emphasising its athlete-focused and healthy alternative identity. Multiple designs, featuring bold colours, basketball silhouettes, and heartbeat imagery, were drafted, qualitatively tested, and prototyped.