Liquid Death has unveiled new art for its Severed Lime 8-pack boxes, designed in collaboration with actor and TV host Terry Crews and his advertising agency, Super Serious.
The design process was detailed in a video posted by the "Brooklyn Nine-Nine" star on social media.
The short clip features a time-lapse of Crews creating a detailed sketch of Liquid Death's mascot Murder Man riding a fearsome new car, also designed by the actor himself.
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"Terry came up with the idea to design [Murder Man's] car," Super Serious Co-founder Paul Sutton said in a statement.
"His initial sketches were bananas. The whole car is made of body parts — viscera, tendons, eyeballs, bone, guts. It kind of took our breath away the first time we saw it," he concluded.
Crews' agency turned the sketch into a 3D render, which went on to be printed on Liquid Death's product packaging as a teaser for Super Serious Recordings, the agency's upcoming record label.
The final graphic puts the "Murder Man mobile" on a CD case held by a detached zombie hand.
Packaging design is a vital part of product marketing, acting as the face of the brand.
Aside from communicating what the product is all about to its customers, it's one of the best ways to set a brand apart in a competitive industry.
'Super Serious' About Design
Fans will know that this seemingly unexpected collaboration with Liquid Death is in line with the multi-talented actor's long background as an illustrator and designer.
Crews co-founded Super Serious in 2023, also acting as its CEO and Head of Design.
The "America's Got Talent" host has since leveraged his star power and eye for advertising to create a rapidly growing agency.
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Liquid Death reportedly reached out to the agency about a year ago, kickstarting the collaborative process.
Liquid Death's star-studded advertising continues to turn heads, following an ad launched in June starring legendary rockstar Ozzy Osbourne.
Earlier that same month, the beverage brand excited audiences with a campaign featuring The Deep, a superhero from the hit TV show "The Boys," played by Chace Crawford.
As Liquid Death continues its successful marketing streak, standing out with its unique and attention-grabbing branding, fans of the brand can only wait for its next unexpected collaboration.
Editing by Katherine 'Makkie' Maclang
