Salty AF.

I’m always impressed when a challenger brand or product - with a great story, gets its branding right. LMNT is one such brand. Even their marketing, social media and their story are killer. Especially given that they are a David vs Goliath story.

I’ve helped launch countless brands in my career. And, I’ve got some mad respect for the team that launched LMNT.

LMNT [ el-uh-muhnt ] is an electrolyte drink mix that competes with the likes of Gatorade and Powerade. You know, the neon fluid that's marketed to athletes and people that think they’re athletes or want to be athletes. But, LMNT is the real deal. The perfect level of SALT with NO Sugar in an electrolyte drink mix. And it tastes ridiculously good. Like, stupid good. Not even a hint of a bad aftertaste. Ok, that’s enough of me pitching this stuff. The product is great! I drink it almost every day during my almost every day workout (flexing). However, what I like best about LMNT is how they’ve branded themselves.

Branding

The name and logo design look like they’ve been lifted from the Periodic Table of Elements. Makes total sense given their science-based roots and their core ingredient. It’s simple, modern and unmistakably their own identity. Even the choice of a base color of grey to help their flavors stand out. Smart stuff.

Story

Their story is compelling. And it’s the first thing mentioned on their website. That’s a smart move too. It's one of the most interesting things about this brand. So many new brands don’t feature their own story yet, EVERY brand has a story. It’s an important “LMNT” of any brand. And it’s what people buy into and latch onto - ESPECIALLY with new, smaller brands.

Marketing

I (try to) work out every day. It’s why I bought this product. Their website and marketing convinced me that I needed it. So, I bought it. It fit my low-carb diet and fit my need for electrolytes during my workouts. It gave me more energy and even improved my mental acuity. So, what they “claimed it did” - it actually did.

Swagger

And finally, here’s why I even penned this article. Brands that believe in themselves in today’s economy have one key ingredient; swagger. And if used correctly, it unabashedly shows up as part of your brand voice and visual identity. When I opened my first shipment of LMNT - I was greeted with a message that read “Salty AF”. LMNT embraces their core ingredient and brags about how good it is. And that’s a good thing to brag about because athletic bodies need salt at even higher levels than you may think they do. What they don’t need is sugar. And LMNT aint got none of that.

Well done LMNT, you Salty F’s. Well done.

Masthead image credit to LMNT

https://drinklmnt.com/