The Liquid Plug — Feed The Void

The Liquid Plug presented a design challenge that goes beyond a typical branding project: building a fully functional endorsed brand architecture for an e-liquid company with eight subsidiary e-liquid brands, each needing to stand on its own while remaining part of a cohesive ecosystem.

I led the full effort, taking sole ownership of The Liquid Plug's umbrella identity and brand system, and personally designing many of the individual subsidiary brand identities myself, while also directing the design team through the remaining identity and packaging work across the portfolio. The real complexity was in the system itself. Every decision made at the umbrella level had downstream implications for how the subsidiary brands could look, feel, and differentiate from one another. Getting that foundation right was critical.

The solution was a brand architecture with clear rules around hierarchy, visual language, and flexibility, tight enough to keep the ecosystem cohesive, but with enough room for each subsidiary e-liquid brand to develop a distinct identity that could compete independently on shelf.

The project also included a website catalog and promotional assets to support The Liquid Plug's broader market presence.

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