Lick has redefined the CPG landscape through a sophisticated brand identity that seamlessly bridges the gap between home decor and high-end lifestyle aesthetics. Executed with precision by Two Times Elliott, the project establishes a modern visual language that centers on elegant serif typography and a meticulously curated palette of earth tones and pastel shades. The campaign employs a diverse array of techniques, from 3D render CGI vignettes that showcase interior color harmony to live-action technique photography that embeds the brand into the grit and texture of the urban environment. Across these diverse touchpoints, the brand maintains a disciplined, minimalist focus that elevates the humble paint can into an aspirational design object. The project utilizes natural light to cultivate an inviting, domestic sensibility, while the strategic placement of billboard assets on aged brick facades creates a striking contrast between raw architecture and refined graphic design. By blending clear, functional messaging with whimsical line-art illustrations and structured compositions, the identity effectively signals a contemporary approach to home improvement. This cohesive design system manages to be both accessible and elevated, ensuring that every interaction—whether through billboard advertising, tactical packaging, or atmospheric lifestyle imagery—resonates with a clear commitment to premium quality and purposeful, stylish decoration.
