Death Wish Coffee, Live With A Death Wish Campaign

My team and I, preparing for the brand’s first nation-wide campaign in a post-pandemic landscape, developed and designed the visual identity and assets that would be used across our agency partners. We wanted to leverage the intensity of the coffee as a means of intensifying life after having to live it dialed down for so long. In order to stay honest to the authentic rebellion that instigated the company over a decade prior, Live With a Death Wish was about empowering consumers to fuel themselves beyond their fears, using coffee as a catalyst for all that could be.

As a kick off to the launch of this campaign—Death Wish became the first sponsor of an “anonymous” athlete deal. Not wanting to out our athletes for their use of a “performance enhancing substance,” we kept their identities private and earned media attention as people tried to guess who our sponsored athletes were come game days.