Not Drinking - The process

The issue. Socialising is always essential to maintain balance, whether in work or in life. So there shouldn’t be anything affecting our social life or simply unwinding at the end of the day

The initial thought.

The pandemic has highlighted that moderation and wellness trends continue to resonate with consumers. RTDs, in particular, resonate with global consumers who are increasingly showing a propensity for refreshing, flavourful and longer-to-consume drinks. But...

Will some consumers continue to opt for more premium offerings?
Or a “less but better” approach to alcohol consumption?

Looking again into the existing Ready-to-drink category, countless brands are trying to have their say.

Vitamin Water is the most focused Vitamins supplement beverage brand. It isn’t saying much about taste or focusing on enhancing the taste. It’s marketed as a functional beverage but contains sugar

Even though Fever-tree is tapping into a good-looking non-AL drink category with their “Soda” range, their most popular range (Tonic water) is so heavily associated with high alcohol content drinks (being marketing as a mixer)

Kins successfully introduced a new kind of beverage that bridges the gap between healthy and alcoholic drinks by going toward the concept of Nootropics drink. But the heavy promotion of the cognitive enhancing benefit might prevent them from being acceptable to conservative consumers. It’s appealing to people who are not daily drinkers but like to have something to enjoy in their downtime, without a hangover (primarily women)

Countless brands have introduced their non-alcoholic version, but none has really become a dominant choice for Non-alcoholic drinkers. There seems to be missing a brand which is for everyone, widely accessible and could become a top-of-mind choice. There should be easier access and availability in the mass market—better and more exciting products without breaking the bank.

Mass market choices

Every popular brand has its own non-alcoholic version, but none has really become a dominant choice for Non-alcoholic drinkers. Following the existing brand design system, non-alcoholic beers look like substitutes for their originals and don’t bring out the unique benefit.

What if brands and products strayed from their alcoholic heritage, finding their own niche apart from the standard look and feel of alcoholic beverages?

Who are the main target consumers?

Based on research, for consumers who like the original one, few actually chose the non-alcoholic version. And people who are not drinking alcohol don’t usually prefer any particular brand. So how to persuade those un-tapped consumers?

Social Drinking

People always link alcohol consumption as a social lubricant, but there is more substance in a real conversation between conscious minds.
Is there a way to social drinking without compromising physical well-being?

How could we change the social expectation when it comes down to choosing a non-alcoholic drink?

Limiting alcohol doesn't have to mean giving up your social life, yet managing sobriety in a social setting (especially when alcohol is involved) can be a bit of a challenge. They may have a lot of concerns about going out if they are trying to reduce alcohol consumption for health issues or thinking about quit drinking.

  • Can I have fun without drinking alcohol?
  • How will my friends react?
  • Will I feel self-conscious without a little liquid courage?
  • Can I stick to what I intended?

Whether you drink alcohol or not, brands have the ability to promote the idea that you can still enjoy time socialising without hangover the next morning.

Making 0.0% as a bold and proud choice for everyday social situation

To create a “visual hook”

To begin with “so”, is to signal that one’s coming words are chosen for their relevance to the listerner

With “SO”, we insist to be heard, time and again, that this is it; this is what you’ve been waiting to hear. This is the “SO” moment.

Conversation starters

Discarded design

Discarded design