To tease Liquid I.V.'s Sugar Free launch, we took their biggest claim – "science-backed formula" – and dialled it all the way up.

​

Enter: the Sugar Free Lab.

​

We became the nerdy masterminds perfecting the formula behind closed doors, turning the product benefit into a bold, ownable setting. A playful lab on the surface but grounded in a clear brand truth:

everything Liquid I.V. does starts with science.