LaCroix: The Triple Threat

(Spec Project)

Mood

LaCroix has always been fun and refreshing. This spec project reimagines it as The Triple Threat — zero sodium, zero sweetener, zero calories — but with a fearless, youthful edge. The new voice is clean, energetic, and a little mischievous.

This version of LaCroix feels alive. It belongs on cliffs, at beaches, and in city parks. It’s the drink for people who chase sunlight, move fast, and live in color.

Concept

The Triple Threat story starts with three zeros and turns them into a mindset. Zero Sugar. Zero Sweetener. Zero Limits. The campaign leans into contrast. Not So Innocent, Triple Threat, and All Joy No Ploy capture a brand that’s both pure and playful.

The visual world blends clean modern design with the energy of outdoor adventure. It is still playful and recognizable, but more direct and confident. The brand speaks to people who want purity without giving up excitement.

Process

I built a moodboard around energy, motion, and connection. The color palette draws from sun, surf, and natural light, reimagined through a modern, minimalist lens. The cans were textured and rendered in 3D, then placed into bold, expressive environments that feel cinematic yet human.

The Result

The new LaCroix feels alive. It’s not about changing what’s inside the can — it’s about giving the brand the freedom to move faster, shine brighter, and speak louder.