L.I.F.E. energy drink was founded in the U.S. in 2010 by NBA champion Mike Miller. By 2015, L.I.F.E. energy drink planned to have more than 100,000 retail outlets throughout Asia, with Hong Kong being the first Asian city to introduce L.I.F.E. as a new standard for energy drinks. To assist L.I.F.E. with its plans to penetrate Hong Kong, China and other Asian markets, Base Creative conducted competitive analysis and developed a brand strategy and brand book. Base Creative also designed a new logo and the boldly distinctive packaging which ensures that the can stands out from other energy drinks on the shelf.
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