Lucozade
Giving energy new meaning for a new era
Lucozade has been helping people find their energy for almost a century. Our challenge was to refresh one of Britain's most recognisable brands for a category that's become busier, broader and more competitive than ever.
We started with people, not products. Whether it’s a big match, night shift or juggling family life, everyone has moments when they need to feel on form. Lucozade isn't about performing like someone else. It's about feeling more like yourself, at your best.
That idea shaped the biggest redesign in the brand's 97-year history. We united Lucozade Energy and Lucozade Sport under one masterbrand, creating a clearer identity that works across the whole range.
No more medicinal magic, just everyday empowerment.
Unleashing the real power of real people, not superheroes.
Now, the Arc is the hero. Brighter than ever, it brings the positive energy Lucozade’s loved for. Distinctive graphics give spark to each range. A new tone of voice takes on the role of motivational coach - unlocking potential through everyday language, and belief. An inner strength connects every expression.
The result is a fresher, more confident Lucozade. Credible, united and ready to help a new generation bring their energy to life.
