In a crowded grocery aisle or a fast-scrolling Instagram feed, beverage brands can no longer rely on flavor alone to win customers. They need personality—and not just any personality, but one that punches through the noise and earns loyalty like a friend, not a faceless product.
Two of the most talked-about disruptors in recent years—Liquid Death and Oatly—have shown us that branding isn’t just about looking good. It’s about sounding human, being unexpected, and making your audience feel something.
Liquid Death: Murder Your Thirst, Not Your Brand Voice
Liquid Death sells canned water—but their branding screams heavy metal and death metal humor. Their tagline? “Murder Your Thirst.” Their merch includes coffin coolers. Their copy reads like it was written by a tattooed roadie who just got off tour.
It shouldn’t work. But it does—because it’s clear, consistent, and unforgettable. Liquid Death didn’t try to compete in the wellness space with soft pastels or health buzzwords. Instead, they targeted a completely different emotional space: rejection of bland wellness marketing.
Key takeaway: You don’t have to appeal to everyone. You just need to stand out boldly to someone—your people will find you.
🥛 Oatly: Anti-Corporate, Quirky, and Lovably Sarcastic
Oatly, the Swedish oat milk brand, built its reputation on clever packaging and irreverent tone. Their cartons feature handwritten-style copy that talks to you like a friend, not a corporation. They say things like, “We’re not milk, but you can still pour us on cereal.”
They’ve also taken bold stances on sustainability and transparency. Even when they faced backlash for partnering with Blackstone, their brand personality didn’t falter—they stayed quirky and self-aware.
Key takeaway: Being vulnerable, weird, and authentic creates connection. Customers don’t want perfection—they want personality they can believe in.
💡 What This Means for Your Brand
Food and beverage brands with personality do more than sell—they entertain, challenge, and build culture. If you’re building a brand in this space, ask yourself:
- What emotion do we want our brand to evoke?
- If our product were a person, how would it talk?
- Would our audience recognize our voice if the logo was removed?
In 2025, brand tone = competitive edge. So whether you’re selling chips or sparkling water, don’t just tell customers what you do. Show them who you are.
The Hungry Marketer 
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