The candle has gone out.
What you lose, we return.
Exodus 21:24
If there is serious injury, you are to take life for life.
EXODUS 21:23
What you lose, we return.
Every drop has a covenant. Every can is an oath.
EXODUS · LEVITICUS · DEUTERONOMY
MMXXVI · LUND STUDIO
Liquid Death murders your thirst. We honor it.
Eye for eye, tooth for tooth,
hand for hand, foot for foot,
burn for burn, wound for wound, bruise for bruise.
— Exodus 21:24–25
Eye for
Eye
3,500 Years of Proportional Justice. One Can.
Descend ↓
The Covenant
The oldest law. The simplest brand.
Before contracts. Before constitutions. Before corporate law. There was one principle:
what you take, you give back. Eye for eye. Tooth for tooth. The Law of Moses.
The Code of Hammurabi. The foundation of justice in every civilization that has ever existed.
Liquid Death built a billion-dollar water brand on irony. A skull. A joke. “Murder your thirst.”
It works because it’s loud. But it doesn’t believe in anything.
Eye for Eye believes. The scripture is real. The proportion is real. The covenant between
the can and the consumer is real: what your body loses, this water returns. Equally.
Proportionally. An eye for an eye.
Liquid Death is theater. Eye for Eye is a covenant. One makes you laugh. The other makes you trust.
The punishment must fit the crime. The water must fit the thirst.
Lex talionis — the law of retaliation — the law of the proportion.
THE NINE LAWS — PRODUCT ARCHITECTURE
I
Life for Life
Still Water — Original — 16.9oz
II
Eye for Eye
Still Water — Signature — 19.2oz Tallboy
III
Tooth for Tooth
Sparkling — Original — Sharp. Clean. Bite.
IV
Hand for Hand
Sparkling — Blood Orange — Grip.
V
Foot for Foot
Electrolyte — Endurance Formula — Go further.
VI
Burn for Burn
Sparkling — Ginger Cayenne — What the fire takes.
VII
Wound for Wound
Alkaline — pH 9.5 — What the wound needs.
VIII
Bruise for Bruise
Recovery — Tart Cherry + Magnesium — After the fight.
IX
Stripe for Stripe
Limited Edition — Seasonal — The final verse.
THE SCRIPTURE
Three books. One law. 3,500 years. Every can carries the verse.
EXODUS 21:23–25
“But if there is serious injury, you are to take life for life, eye for eye, tooth for tooth, hand for hand, foot for foot, burn for burn, wound for wound, bruise for bruise.”
The origin. The Law of Moses. Each product in the line takes its name and purpose from this verse. The can IS the scripture.
LEVITICUS 24:19–20
“Anyone who injures their neighbor is to be injured in the same manner: fracture for fracture, eye for eye, tooth for tooth. The one who has inflicted the injury must suffer the same injury.”
The reinforcement. Proportional justice applied to community. What the neighbor loses, the neighbor receives. What the body loses, the can returns.
DEUTERONOMY 19:21
“Show no pity: life for life, eye for eye, tooth for tooth, hand for hand, foot for foot.”
“Show no pity.” No dilution. No compromise. No artificial sweeteners. No coconut water. No filler. Pure proportional return.
HAMMURABI’S CODE · 1754 BC
“If a man put out the eye of another man, his eye shall be put out.”
Before Moses. Before the Torah. Babylon. The principle predates the scripture by 500 years. Proportional justice is written into the bedrock of civilization.
The Comparison
Theater vs. Covenant.
Liquid Death — skull and crossbones. “Murder your thirst.” Heavy metal aesthetic. Ironic. Funny. Memorable. Built on shock value. Believes in nothing.
Eye for Eye — scripture and scale. “What you lose, we return.” Old Testament aesthetic. Serious. Magnetic. Inevitable. Built on 3,500 years of proportional justice. Believes in the law.
One is a costume. The other is a covenant. One will be remembered as a marketing stunt that sold water. The other will be remembered as the water that kept its word.
The Can
The label is the marketing.
Matte black aluminum. Gold text. No photography. No splash imagery. No mountain streams. The front of the can reads like a page from Exodus. Cormorant Garamond for the name. JetBrains Mono for the ingredients. Every milligram published. The can is the brand.
The back of the can carries the full verse — Exodus 21:23–25 in the original formatting. Below it: the ingredients. Below that: the proportion. Sodium, potassium, magnesium, calcium — every electrolyte at mathematically proportioned ratios. The can doesn’t just hold water. It holds the law.
This brand was built on a law older than Rome.
3,500 years of proportional justice. You cannot invent a law. You can only find one.
LEX TALIONIS
PROPORTIONAL JUSTICE
Liquid Death, we respect the hustle. But the Law got here 3,500 years before you did.
$1,000,000
Complete Brand Acquisition · Full IP Transfer
Eye for Eye brand name + identity
Nine Laws product architecture
Biblical source mapping (3 books)
Complete can design system
Hammurabi’s Code brand extension
Competitive positioning vs Liquid Death
Electrolyte formulation (phi-ratio)
Revenue model + projections
DTC + retail go-to-market
Mathematical type + color system
Scripture licensing architecture
Full IP assignment + trade secrets
Acquire Eye for Eye →