Killer Cola
Photography: liquiddeath.com. All imagery belongs to its respective owner.
What makes the design work
Liquid Death brand studyVisual observations across the brand’s packaging. Individual formats and editions may vary.
Stacked blackletter wordmark
Two-line textura wordmark at about 85% of can width and 30% of its height, second word about twice the first.
Pun flavour name
Violent pun in bold Roman capitals at about 3% of can height directly under the wordmark.
Ruled descriptor
Condensed tracked capitals between two short gold rules naming the drink type.
Reading the label
A centred vertical stack printed over the full can wrap: wordmark, flavour name, ruled descriptor, illustration, then a separate gold base band; cartons repeat it horizontally with a can render on the right.
- Top
- Stacked blackletter wordmark at near full width; small claim line on the shoulder
- Upper middle
- Pun flavour name in bold Roman capitals, descriptor between gold rules
- Middle
- Dense single-ink illustration of a melting skull with eyes and dripping strands
- Bottom
- Ruled volume line and a solid gold band with the tracked slogan
Typography & hierarchy
The two-word blackletter wordmark fills the top third to half of the can, with the first word small and the second huge. A bold Roman flavour pun follows in capitals, then a condensed descriptor between two short gold rules, then the illustration, the volume on a ruled line and the slogan tracked out inside the gold base band.
Display
Old English Text MT, Cloister Black
Heavy textura blackletter
Title case · Bold
Headline
Trajan Bold, Clarendon Bold Wide
Bold Roman inscriptional capitals
Uppercase · Bold, Black
Label
Trade Gothic Bold Condensed
Condensed grotesque
Uppercase · Medium
Typeface suggestions based on visual similarity. These are not verified font identifications.
How the range holds together
One body colour and one ink colour per flavour, with the wordmark, stack order, illustration and gold base band fixed; some flavours split the can into two bands of colour. Cartons default to matte black with the wordmark recoloured to the flavour.
Shelf presence
In the chiller the tallboys read as a row of blackletter-topped columns ending in the same gold band, so the brand blocks by the repeated gold base line and wordmark shape across very different can colours.
Featured from Liquid Death
The selected packaging reference for this brand.
