A D&AD project to make a 0% alternative for a Suntory Product
A D&AD project to make a 0% alternative for a Suntory Product
Problem
Problem
Problem
In many countries around the globe, social culture is centered around alcohol, where it is used for relaxation and celebration. This creates complications for the growing number of sober curious Gen-Z who want to be involved but can't drink or simply do not want to.
In many countries around the globe, social culture is centered around alcohol, where it is used for relaxation and celebration. This creates complications for the growing number of sober curious Gen-Z who want to be involved but can't drink or simply do not want to.
In many countries around the globe, social culture is centered around alcohol, where it is used for relaxation and celebration. This creates complications for the growing number of sober curious Gen-Z who want to be involved but can't drink or simply do not want to.
Insight
Insight
Insight
Gen-Z are prioritising health and sustainability, they are curious of new options available and are more conscious of supporting business with common values. Interestingly "Gen Z prefers drinking at home (65%) or at friends' houses (27.3%)" (Attest, 2025), whilst "58.4% of gin's on premise audience is under 44 in GB, and 42% of gin drinkers are under 34 in the US" (Global Drink Intel, 2022).
Gen-Z are prioritising health and sustainability, they are curious of new options available and are more conscious of supporting business with common values. Interestingly "Gen Z prefers drinking at home (65%) or at friends' houses (27.3%)" (Attest, 2025), whilst "58.4% of gin's on premise audience is under 44 in GB, and 42% of gin drinkers are under 34 in the US" (Global Drink Intel, 2022).
Gen-Z are prioritising health and sustainability, they are curious of new options available and are more conscious of supporting business with common values. Interestingly "Gen Z prefers drinking at home (65%) or at friends' houses (27.3%)" (Attest, 2025), whilst "58.4% of gin's on premise audience is under 44 in GB, and 42% of gin drinkers are under 34 in the US" (Global Drink Intel, 2022).
Solution
Solution
Solution
A product with 0% alc. vol. which continues the tradition of social drinking but redefines it. A Japanese craft Botanica that is tasty and healthy. A drink that sparks conversation through its origin, ingredients, craftsmanship and brand vision. Designed to be savoured in a group to create deeper connections and great memories.
A product with 0% alc. vol. which continues the tradition of social drinking but redefines it. A Japanese craft Botanica that is tasty and healthy. A drink that sparks conversation through its origin, ingredients, craftsmanship and brand vision. Designed to be savoured in a group to create deeper connections and great memories.
A product with 0% alc. vol. which continues the tradition of social drinking but redefines it. A Japanese craft Botanica that is tasty and healthy. A drink that sparks conversation through its origin, ingredients, craftsmanship and brand vision. Designed to be savoured in a group to create deeper connections and great memories.
We are offering a new social ritual of intentional presence for Gen-Z using ICHIGO ICHIE (期一会一)which means 'one time, one moment'. It is a Japanese philosophy that emphasises the unique and unrepeatable nature of every moment, urging us to cherish each encounter and experience as if it were a once-in-a-lifetime event.
We are offering a new social ritual of intentional presence for Gen-Z using ICHIGO ICHIE (期一会一)which means 'one time, one moment'. It is a Japanese philosophy that emphasises the unique and unrepeatable nature of every moment, urging us to cherish each encounter and experience as if it were a once-in-a-lifetime event.
We are offering a new social ritual of intentional presence for Gen-Z using ICHIGO ICHIE (期一会一)which means 'one time, one moment'. It is a Japanese philosophy that emphasises the unique and unrepeatable nature of every moment, urging us to cherish each encounter and experience as if it were a once-in-a-lifetime event.
The branding includes GANSAI, meaning 'vibrant colours', which is a traditional Japanese watercolour technique. The hand painted orange-blue nishikigoi (koi fish) represent strength, success and health within the branding and Gen-Z's aspirations.
The branding includes GANSAI, meaning 'vibrant colours', which is a traditional Japanese watercolour technique. The hand painted orange-blue nishikigoi (koi fish) represent strength, success and health within the branding and Gen-Z's aspirations.
The branding includes GANSAI, meaning 'vibrant colours', which is a traditional Japanese watercolour technique. The hand painted orange-blue nishikigoi (koi fish) represent strength, success and health within the branding and Gen-Z's aspirations.
To further implement the sharing aspect of ROKU 0%, we have created a multipack of twelve single portion sized shots, designed for group gatherings at home. The multipack is split into two rounds of ROKU 0% - the first round of six shots is there to set the mood - to accompany the initial cheers of the night. The second round allows everyone to anchor the memory with a reflective farewell.
To further implement the sharing aspect of ROKU 0%, we have created a multipack of twelve single portion sized shots, designed for group gatherings at home. The multipack is split into two rounds of ROKU 0% - the first round of six shots is there to set the mood - to accompany the initial cheers of the night. The second round allows everyone to anchor the memory with a reflective farewell.
To further implement the sharing aspect of ROKU 0%, we have created a multipack of twelve single portion sized shots, designed for group gatherings at home. The multipack is split into two rounds of ROKU 0% - the first round of six shots is there to set the mood - to accompany the initial cheers of the night. The second round allows everyone to anchor the memory with a reflective farewell.
To further implement the sharing aspect of ROKU 0%, we have created a multipack of twelve single portion sized shots, designed for group gatherings at home. The multipack is split into two rounds of ROKU 0% - the first round of six shots is there to set the mood - to accompany the initial cheers of the night. The second round allows everyone to anchor the memory with a reflective farewell.
To further implement the sharing aspect of ROKU 0%, we have created a multipack of twelve single portion sized shots, designed for group gatherings at home. The multipack is split into two rounds of ROKU 0% - the first round of six shots is there to set the mood - to accompany the initial cheers of the night. The second round allows everyone to anchor the memory with a reflective farewell.
To further implement the sharing aspect of ROKU 0%, we have created a multipack of twelve single portion sized shots, designed for group gatherings at home. The multipack is split into two rounds of ROKU 0% - the first round of six shots is there to set the mood - to accompany the initial cheers of the night. The second round allows everyone to anchor the memory with a reflective farewell.
To further implement the sharing aspect of ROKU 0%, we have created a multipack of twelve single portion sized shots, designed for group gatherings at home. The multipack is split into two rounds of ROKU 0% - the first round of six shots is there to set the mood - to accompany the initial cheers of the night. The second round allows everyone to anchor the memory with a reflective farewell.
To further implement the sharing aspect of ROKU 0%, we have created a multipack of twelve single portion sized shots, designed for group gatherings at home. The multipack is split into two rounds of ROKU 0% - the first round of six shots is there to set the mood - to accompany the initial cheers of the night. The second round allows everyone to anchor the memory with a reflective farewell.
To further implement the sharing aspect of ROKU 0%, we have created a multipack of twelve single portion sized shots, designed for group gatherings at home. The multipack is split into two rounds of ROKU 0% - the first round of six shots is there to set the mood - to accompany the initial cheers of the night. The second round allows everyone to anchor the memory with a reflective farewell.
