OTR Nought
Info
Info
OTR Nought was created in response to a D&AD New Blood brief that challenged designers to reimagine a premium spirits brand for a health-conscious Gen Z audience. By transforming Suntory's On The Rocks into a premium non-alcoholic mocktail brand, the project explored how craftsmanship, sophistication, and brand equity could be preserved while adapting to the growing demand for mindful drinking.
OTR Nought was created in response to a D&AD New Blood brief that challenged designers to reimagine a premium spirits brand for a health-conscious Gen Z audience. By transforming Suntory's On The Rocks into a premium non-alcoholic mocktail brand, the project explored how craftsmanship, sophistication, and brand equity could be preserved while adapting to the growing demand for mindful drinking.
OTR Nought was created in response to a D&AD New Blood brief that challenged designers to reimagine a premium spirits brand for a health-conscious Gen Z audience. By transforming Suntory's On The Rocks into a premium non-alcoholic mocktail brand, the project explored how craftsmanship, sophistication, and brand equity could be preserved while adapting to the growing demand for mindful drinking.
Year
Year
2024
2024
Client
Client
D & AD New Blood Awards
D & AD New Blood Awards
Services
Rebranding, Packaging and illustration
Rebranding, Packaging and illustration
OPPORTUNITY
OPPORTUNITY
The brief immediately stood out because it presented more than a packaging challenge. It required understanding how consumer preferences are shifting and how brands respond to those changes while remaining authentic to their core values. The growing demand for alcohol-free alternatives, combined with the challenge of maintaining brand recognition, made it an ideal project to explore branding systems, consumer behaviour, and product positioning. It provided an opportunity to work across strategy, visual identity, packaging design, and storytelling within a real-world context.
The brief immediately stood out because it presented more than a packaging challenge. It required understanding how consumer preferences are shifting and how brands respond to those changes while remaining authentic to their core values. The growing demand for alcohol-free alternatives, combined with the challenge of maintaining brand recognition, made it an ideal project to explore branding systems, consumer behaviour, and product positioning. It provided an opportunity to work across strategy, visual identity, packaging design, and storytelling within a real-world context.
The brief immediately stood out because it presented more than a packaging challenge. It required understanding how consumer preferences are shifting and how brands respond to those changes while remaining authentic to their core values. The growing demand for alcohol-free alternatives, combined with the challenge of maintaining brand recognition, made it an ideal project to explore branding systems, consumer behaviour, and product positioning. It provided an opportunity to work across strategy, visual identity, packaging design, and storytelling within a real-world context.
IDEATION
IDEATION
The process began with researching non-alcoholic beverage brands and how established alcohol companies introduced alcohol-free alternatives while maintaining brand recognition. Alongside this, I studied OTR's existing identity, audience, and product positioning. A new colour system was developed for the packaging, with each flavour assigned a distinct palette inspired by its ingredients, creating a vibrant tropical feel while communicating flavour and freshness.
The process began with researching non-alcoholic beverage brands and how established alcohol companies introduced alcohol-free alternatives while maintaining brand recognition. Alongside this, I studied OTR's existing identity, audience, and product positioning. A new colour system was developed for the packaging, with each flavour assigned a distinct palette inspired by its ingredients, creating a vibrant tropical feel while communicating flavour and freshness.
The process began with researching non-alcoholic beverage brands and how established alcohol companies introduced alcohol-free alternatives while maintaining brand recognition. Alongside this, I studied OTR's existing identity, audience, and product positioning. A new colour system was developed for the packaging, with each flavour assigned a distinct palette inspired by its ingredients, creating a vibrant tropical feel while communicating flavour and freshness.
OUTCOME
OUTCOME
The final outcome introduces OTR Nought, a non-alcoholic extension of the On The Rocks portfolio that remains visually connected to the parent brand while establishing its own presence. A clean white can distinguishes the range from existing products while preserving OTR's premium aesthetic. Vibrant flavour palettes and ingredient-led illustrations bring freshness and personality to the packaging, creating a system that feels contemporary, approachable, and instantly recognizable as part of the OTR family.
The final outcome introduces OTR Nought, a non-alcoholic extension of the On The Rocks portfolio that remains visually connected to the parent brand while establishing its own presence. A clean white can distinguishes the range from existing products while preserving OTR's premium aesthetic. Vibrant flavour palettes and ingredient-led illustrations bring freshness and personality to the packaging, creating a system that feels contemporary, approachable, and instantly recognizable as part of the OTR family.
The final outcome introduces OTR Nought, a non-alcoholic extension of the On The Rocks portfolio that remains visually connected to the parent brand while establishing its own presence. A clean white can distinguishes the range from existing products while preserving OTR's premium aesthetic. Vibrant flavour palettes and ingredient-led illustrations bring freshness and personality to the packaging, creating a system that feels contemporary, approachable, and instantly recognizable as part of the OTR family.
