Original, unexpected, and truly one of a kind
When it comes to originality, a trait that sits at the core of Big Slate, few brands commit to it as fully as Liquid Death. They took one of the most forgettable products on the shelf, water, and made it impossible to ignore. By rejecting category norms and leaning into a grim, irreverent aesthetic, Liquid Death turned a basic necessity into a brand people actually talk about.
That creative conviction built more than a product line. It built a world. From canned water and teas to energy drinks and unexpected collaborations like apparel and lip balm, every extension reinforces a clear point of view. No hedging. No playing it safe.
A collab no one expected, but died for.
Speaking of lip balm, or should I say, lip embalm, the brand took its commitment to originality even further through a collaboration with e.l.f. Cosmetics. Together, they developed a limited product line inspired by Liquid Death’s most popular beverages. Killer Cola, Severed Lime, Sweet Reaper, Mountain Water, Rest In Peach, and Doctor Death are the scroll-stopping names you can find in the ‘Lip Crypt’ set. The products are unmistakably on brand, blending dark humor with polished execution in a way that feels intentional, not gimmicky.
And they didn’t stop at lip products. Liquid Death and e.l.f. pushed the concept further with lip-specific add-ons that turned a collaboration into a collectible. The Lip Crypt Keeper, a gold keychain designed to hold the balm, and the Lip Crypt Vault, a velvet-lined keepsake coffin housing all six flavors, became just as buzzworthy as the products themselves. Unfortunately for us, fortunately for them, every single product is sold out, and the pages have been taken down due to no more inventory, or as Liquid Death showcases on their website, “No longer with us.”
How can selling water be so… interesting?
Drum roll, please. Now for the million-dollar question. How does a brand that sells water build a massive following, achieve unmatched brand recognition, and generate hundreds of millions in annual revenue?
The answer is simple. Originality and shock factor.
When most people think of water brands, a familiar pattern comes to mind. Clean. Pristine. Pure. Clear bottles filled with crystal clear water. Labels covered in blues, mountain streams and flowing rivers. Everything is designed to signal cleanliness, trust and hydration.
Liquid Death chose a completely different path. Instead of clear bottles, their water comes in metal cans. Instead of soft blues and nature imagery, they lean on black, white, gold, and red. A gothic logo and signature skull icon replace the expected symbols of purity.
This was not accidental. Liquid Death deliberately pushed against what water was supposed to look like and sound like. By rejecting the category’s visual rules, they made their product instantly recognizable and impossible to confuse with anyone else.
That originality and shock factor are not just stylistic choices. They are the foundation of the brand. Liquid Death proves that when a brand is willing to challenge expectations and lead instead of follow, even the most ordinary product can become something iconic.
A brand that took the risk and succeeded.
This brand collaboration proves that always playing it safe is rarely what drives real success. Original ideas, especially those with a built-in shock factor like Liquid Death, are far more likely to catch attention and stop the scroll.
That kind of impact lasts longer than another clear plastic water bottle ever could.
Let’s push the limits together.
Like Liquid Death, we aren’t afraid to push the limit and help our clients do the same. We help clients define a bold tone, build custom branding, and create content that actually reflects who they are, not what the category expects them to be.
From viral influencer collaborations to full-scale campaigns, our video production and agency teams combine cinematic storytelling with cultural fluency to create work that connects and cuts through.
Ready to push the limits and make content that doesn’t suck? Let’s talk.