For our recent photoshoot with Lucozade Sport Zero, we built on the strong foundation of art direction established during our previous campaign for Lucozade Energy. While maintaining consistency with the core visual identity, we evolved the style to better suit the lighter, more athletic nature of the Sport Zero product. The aim was to capture the essence of energy and performance, while creating a visual language that feels fresh, dynamic, and tailored to the fitness-focused audience of this variant.

We introduced more fluidity and motion into the imagery, using light trails and kinetic compositions to evoke a sense of movement and vitality. Bright brand colours were carefully integrated throughout the shoot to reinforce Lucozade’s iconic identity while signalling the distinct personality of Sport Zero. This approach not only highlighted the versatility of the brand’s visual direction but also demonstrated how the look and feel can be adapted across the full range of Lucozade products—creating cohesion without uniformity.