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liiv
Project type
Branding Pitch
Date
January 2025
Location
Berlin, Germany
Graphic Designer
Beatriz Salvador @ MU Berlin
Course
Brand Strategy
Professor
Rasmus Giesel
Client
Liiv (Munich, Germany)
Beatriz Salvador created a 45-page branding pitch for Liiv, a Munich-based IV infusion brand offering 10 exclusive treatments tailored for high-achieving, privacy-conscious individuals. The pitch included brand strategy, logo design, packaging, visual identity, marketing direction, interior moodboards, website and social media design, outdoor ads, and an exclusive teaser video.
Liiv distinguishes itself by avoiding spa clichés and embracing a modern, intelligent aesthetic — a fusion of medicine and beauty, quiet luxury over flashy trends. The “+” in the logo symbolizes longevity and precision, while the brand’s minimalist, transparent design elements — featuring frosted glass, human skin tones, and natural elements — reinforces trust and perfectly pairs with the slogan "evidence-based wellness".
The campaign “Can an IV Bag Be Beautiful?” highlights transparency by using the IV bag as a branding element, combined with naturalistic photography and a minimalist, clear layout that translates across touchpoints.
