I love the package design for Liquid Death products because they have an aesthetic that reminds me of being at a Goth club or Metal show.
The contrast of intense imagery and typefaces with drinks that are a healthy alternative to alcohol is appealing to me because very often I want to stay sober while still having the same aesthetic and vibe I had when I was younger and used to go to shows in places like C Squat and Tompkins Square Park. It’s an aesthetic that brings back memories of going to goth clubs in many different cities, reading punk zines in anarchist community spaces and Occupy camps, going to raves in abandoned buildings in Europe, having “urban exploring” adventures with a bicycling club, and working on the set of “Gotham” wearing a leather jacket with countless studs that I added to it.
I sometimes joke that “punk’s not dead, it’s just retired to the countryside.”
Most weekends in the summer I prefer a chill bonfire with a few friends at Good Earth State Park over going to a bar because the conversation is better and I don’t need to worry about how I’m going to feel when I wake up the next day– especially when I’m DJing the next day! The style of the Liquid Death cans brings the punk aesthetic to a bonfire.
I love that it also comes with a drawing on the box that can be cut away and hung up as inexpensive wall art for a gothic look around Halloween– or whenever (year-round Halloween decorations will always be a hit with a certain segment of the population!)
Liquid Death’s description of themselves reads: “We’re just a funny beverage company who hates corporate marketing as much as you do. Our evil mission is to make people laugh and get more of them to drink more healthy beverages more often, all while helping to kill plastic pollution.”
The dream of the 2010s lives with this company.