The arc, amplified
Confirmed from the live @lucozadesa feed: the new sign-off is a peak-style arc sitting above the italic title-case "Lucozade" wordmark, set in citrus yellow and anchored bottom-right of every post. The profile avatar is an orange roundel carrying the same arc with "Bring the Energy". Bottles retain the vertical wordmark; the peak lockup is the brand sign-off across comms.
⚠ The SVG lockup on this site is an indicative recreation for briefing only. Request the official masterbrand logo pack (full colour, mono, reversed, clear-space and minimum-size rules) before any production use.
Yellow leads. Everything else supports.
The refresh moves Lucozade SA from the current orange-led site (dominant #E9700C) to the optimistic, vibrant yellow of the masterbrand. Target ratio on any layout: roughly 60% yellow, 25% carbon, 15% accent. Flavour colours are for product differentiation only — never brand surfaces.
Core palette
Flavour accents
⚠ Hex values are working approximations sampled from the masterbrand direction and current pack liveries — confirm exact brand-standard values (incl. Pantone/CMYK) from the official guidelines.
Fast, italic, full of forward motion
Headlines are heavy, italic and uppercase — echoing the momentum of the wordmark. Body copy stays upright, clean and legible. This kit uses Archivo (Google Fonts, free licence) as the web stand-in until the official brand typeface is confirmed.
Bring the energy
Energy for the mind & body. #Fak'umoya.
South Africa's iconic glucose energy drink, reborn. The arc you know, charged with a bold new optimism — energy for the moments that matter, from first light to final whistle.
The arc & the bubbles
Three devices carry the identity, all confirmed on @lucozadesa. The peak arc — the redrawn mark — signs off every layout. The collage frame — a yellow paper-cut border with torn shapes and arc silhouettes framing photography. The bubbles — the uplift of Lucozade Energy around product. Use one device dominant per layout, not all fighting.
Say it with energy
Short. Punchy. Optimistic. All lines below are live on @lucozadesa — "Bring the Energy" is the umbrella, flexed per context ("Bring The Energy to the court. Bring The Energy to life.").
| Level | Line | Use |
|---|---|---|
| Masterbrand platform | Bring the Energy | Campaign umbrella, hero headlines — flex it: "…to the court", "…to life" |
| Product twist | Bring the Lucozade. | Product-in-hand moments, social |
| Flavour comms | Flavour that hits. | Flavour launches and range posts |
| Product nickname | The Re-Charger | Occasion/benefit posts (e.g. Blackcurrant recharge moment) |
| Hashtags | #LucozadeSA · #BringTheEnergy | Every social post |
| Functional promise | Energy for the mind & body | Product support copy (avatar roundel carries "Bring the Energy") |
| Legacy lines | #Fak'umoya · Put in the energy to finish | Retire with the old site — superseded by Bring the Energy |
Real energy, SA energy
Confirmed from the live feed: everyday South Africans mid-moment — tennis, basketball, gym, pool laps, Cape MTB trails, lunch runs, friends at home — shot warm and golden, framed by the yellow collage device, with the current pack always in shot and "BRING THE ENERGY" in Citrus Flash condensed italic caps. Cobalt/navy recurs in wardrobe and props as the complementary foil to orange and yellow.
- People mid-moment, smiling, real energy — sport and everyday hustle in equal measure
- Warm golden grade; oranges and yellows amplified, never washed out
- Product always in shot: current pack, label forward, condensation/bubbles for freshness
- Cobalt/navy in wardrobe and settings as the complementary contrast colour
- Yellow collage frame device around photography; peak-arc lockup signs off bottom-right
- Headline overlay in Citrus Flash (#F2EE4E) condensed heavy italic caps, two stacked lines, subtle drop shadow
- Flavour worlds allowed for product posts (e.g. deep purple for Blackcurrant "Re-Charger")
Do / Don't
Do
- Lead every brand surface with Lucozade Yellow
- Use carbon for type on yellow (AAA contrast)
- Keep the arc rising left-to-right
- Give the logo generous clear space
- Tag every post #LucozadeSA #BringTheEnergy
- Use flavour colours only on product cards/pack contexts
Don't
- Revert to the old orange-to-red gradient as a brand background
- Set white type on yellow — it fails contrast
- Flip, flatten or recolour the arc
- Use the old horizontal web logo or "Powered by Glucose" roundel on new assets (pack keeps its vertical wordmark)
- Crowd layouts with both arc and bubble devices at full strength
- Stretch the wordmark or set it non-italic
Before / After
