Ilu is an up-and-coming brand that’s shaking up the market with its electrolyte-infused healthy energy drinks. Perfect for young adults juggling work and life, these refreshing beverages give you the boost you need to power through your day effortlessly.

Ilu (pronounced: eeloo) positions itself as a direct competitor to energy drinks, ORS solutions, and fizzy beverages like Coke, Fanta, etc. After having a market-worthy formula ready, Ilu approached me to develop its brand identity including a Logo, Visual Identity, Verbal Communication, and Marketing Collaterals.

Apart from its catchy marketing and (electro)’LYTE’ puns, Ilu’s endearing mascot Miss Ilu —inspired by a water drop symbolising hydration and a lightning bolt-shaped nose signifying energy— will undoubtedly entice you to sample the drink.
Bold and Beautiful is the approach taken to design the mascot for Ilu. The attempt was to design a character recognizable even on a can inside a dustbin.

Ilu’s design language speaks fun to the audience seeking it and instantly establishes itself as a welcoming option through its inviting mascot, characteristic design language and refreshing palette that stands out well on the shelves.

Ilu’s proposition was to create a fun & flawless drink which, along with more such upcoming brands would eventually converge the market of scattered SKUs into one category, and provide an all-round winner beverage that gives taste, health, and energy at the same time.

By collaborating closely with the founding team, I gained a deep understanding of the brand and business. This enabled me to optimise efficiency, and maintain consistent brand messaging across a wide range of creative work.