CASKET
Brief
Create a brand of non-alcoholic drinks that doesn't
feel like a compromise.
To Die For
Solution
A brand of non-alcoholic whiskey that focuses on a self care ritual, drawing from how whiskey is aged slowly in underground casks. A calm, gothic tone of voice for a drink with no regrets.
Branding/Packaging
[THE OBSERVATION]
I asked the target audience, aged 18-27 about times they regretted drinking. While they were all different stories, each one ended with a desire to slow down. I was curious about what drinks are associated with that desire.
[THE ILLUSTRATIONS]
The packaging draws from the root ingredients in each product to further highlight the idea of flavours from underground. Each pack has small illustrations of the ingredients like ginger, rhubarb or sage in muted colours for an understated yet gothic visual identity.
[THE WHISKEY TEA]
Apart from alcohol-free whiskey, Casket also has whiskey flavoured tea, to lean into the idea of a nightcap or self care ritual. I wanted to compare the aging of whiskey to the brewing of tea. Gravestone shaped tea bags using the same flavours in whiskey casks.
[IN LOVING MEMORY OF]
There were many collected stories from the audience about regrets around alcohol. Some were heavy, some were lighthearted but they were all relatable. Casket is a brand that prioritises memories.
