Responses by OurCreative.
Backgrounds: With no- and low-alcohol drink brands gaining popularity, ZONE is an exploration into the future of drinking. In such a young category where existing design codes already prevail, our aim at OurCreative was to shake up perceptions with a bar-worthy alternative to alcohol for a new generation of drinkers.
Design thinking: The driving factor behind ZONE was the desire to offer an alternative to the carbon copy products currently on the market. First, we knew we needed to shake up the format, changing the typical can to a glass bottle to crank up the wow factor. Second, to communicate the key benefits of the products, we focused on the sensory. The name ZONE provides a blank canvas for us to transport consumers to. Beautifully serene nature photography and hazy portrait paint three distinct ZONEs, triggering the senses—whether it be the sound of crashing waves or the smell of the tropics. Even the brand ethos, Mind Thirst, is a play on the senses, creating a double meaning through sight and sound.
Challenges: With so many craft beer, seltzer and low-alcohol drinks following similar design cues—a slim Red Bull–style can, white background, a nice bit of typography—the most challenging aspect of the project was hitting on something new and exciting that would not only disrupt the category and challenge graphical conventions but also hold its own against the alcohol brands currently on the market.
Favorite details: From a design perspective, the handcrafted logotype, brand mark and chosen typeface all meld with the photography, creating a sense of transformation and suspension through flowing lines and tapering angles. Overall, the most impressive aspect of the project has been the positive response we have received since its release, proving the design has clearly resonated with the target audience and provides something different to what is currently on the market.
New lessons: Throughout the project, the biggest lesson was really learning what is happening within the low-to-no alcoholic beverage sector. It was surprising how much “me too” packaging is out there, creating hardwired codes in a young category that should be graphically inspiring and fun. By being bolder, braver and thinking outside the box, it’s the job of design agencies to drive their clients to do something different in order to keep the category exciting and fresh.
Specific project demands: While working on ZONE, the specific demand we found that made the project more complex was ensuring the end product was bar worthy. In an environment where there can be judgment towards nonalcohol drinkers, the packaging needed to guarantee that the end user would feel proud to hold it in a social setting to achieve its goal.