Leilo re-brand
Modernizing a functional beverage brand for its next stage of growth
As Leilo scaled from a niche kava brand into a national beverage company, it became clear the brand identity needed to evolve.
The original visual system and messaging had helped establish early traction, but it no longer reflected the ambition, product pipeline, or retail expansion ahead. The opportunity was to modernize the brand in a way that preserved Leilo’s roots while creating a stronger platform for growth across ecommerce, retail, and future product innovation. The result was a full brand refresh spanning identity, packaging, digital experience, and product storytelling.
The Challenge: Evolving Without Losing the Brand’s Soul
Leilo sits in a unique space between functional beverages, social rituals, and alcohol alternatives. The brand needed to clearly communicate the calming benefits of kava while also feeling modern, approachable, and lifestyle driven.
• Clarifying brand messaging and positioning
• Creating a visual identity that could scale across new product formats
• Improving ecommerce storytelling and conversion
• Preparing the brand for broader retail distribution
• Aligning design across packaging, digital, and content
The goal was not just a visual refresh. It was building a brand system that could support long-term growth.
The Strategy: Build a Modern Brand System
The refresh focused on creating a cohesive identity that could flex across products, channels, and campaigns while reinforcing Leilo’s core promise of calm social energy.
Key pillars included:
Refined Brand Positioning
The brand narrative was sharpened to focus on Leilo as a modern ritual for unwinding and connecting without alcohol.
This work also introduced the brand line:
"Lay low. Let loose."
The line captures the dual nature of the product. Calm energy with a social spirit.
Updated Logo Lockups
New logo lockups were developed to improve flexibility across packaging, social, and retail environments.
The updated system allows the brand to scale more cleanly across product formats, digital assets, and merchandising while maintaining strong recognition.
Expanded Color System
A new brand color palette was developed to better support product differentiation and brand recognition.
The updated system allows:
• stronger shelf visibility
• clearer flavor identification
• more flexibility for marketing creative
• a cohesive visual language across products
Packaging Redesign
Packaging was redesigned to bring a more modern and premium feel to the brand.
Key improvements included:
• updated color hierarchy for flavors
• clearer communication of kava benefits
• stronger shelf impact
• alignment across cans, drink mixes, and future formats
The canned beverage redesign is currently in development as part of the broader packaging evolution.
Website Redesign
The Leilo website was rebuilt to better support both brand storytelling and ecommerce performance.
Key improvements included:
• clearer education around kava and its benefits
• improved product navigation
• stronger lifestyle storytelling
• better conversion-focused product pages
The new site better reflects the brand’s personality while also supporting ecommerce growth.
Execution
The brand refresh required close collaboration across internal teams and external partners. Workstreams included:
• brand identity development
• packaging design and production coordination
• ecommerce site design and development
• product photography and creative direction
• messaging and copy development
• launch coordination across marketing channels
This process ensured the refreshed identity translated consistently across every consumer touchpoint.
Impact
The updated brand system created a stronger foundation for Leilo’s next stage of growth. Key outcomes included:
• a more modern and scalable brand identity
• stronger storytelling around kava and its benefits
• improved ecommerce experience and conversion potential
• a cohesive visual system across product formats
• alignment across marketing, packaging, and digital channels
The refresh positioned Leilo to better compete within the growing functional beverage category while staying true to its roots.