The Brief

The challenge was to reimagine an existing SGS spirit as a non-alcoholic offering with its own distinct brand identity. The task required balancing originality with authenticity—creating an identity that honoured the craftsmanship, personality, and core beliefs of the original brand, while engaging a new, sober-curious audience. This non-alcoholic variant needed to resonate with the expectations of the Moderation Generation, offering a credible and compelling alternative without compromise.

The Insight 

Gen Z isn’t drinking less to miss out; they’re drinking differently to feel more. With 58% moderating their alcohol intake and nearly two-thirds concerned about its emotional impact, they’re choosing clarity over chaos and connection over conformity. Instead of pressure-driven drinking, they embrace JOMO (the Joy of Missing Out), seeking intentional, balanced experiences that support mental wellbeing.

Often referred to as the Anxious Generation, 42% of 19–24-year-olds have been diagnosed with a mental health condition, most commonly anxiety or depression. For them, mindful drinking is not about restriction, but about reducing stress and fostering genuine, low-pressure social moments.

As the Moderation Generation, Gen Z is redefining what it means to drink socially. They're moving beyond outdated norms that equate alcohol with belonging, opting instead for drinking that enhances moments, not escapes them.

The Solution

‘A Ritual of Balance’ is a non-alcoholic Roku Gin drinking experience that transforms an ordinary sip into a mindful moment. Inspired by the tranquility of Zen gardens and the changing seasons, where simplicity and intentionality cultivate harmony. This new way of drinking isn’t about compromising between social experience or self-care; it’s about embracing both.

Rooted in Japanese craftsmanship and nature-inspired botanicals, Roku offers an authentic fit for a holistic drinking ritual. Just as raking a Zen garden encourages presence, non-alcoholic Roku Gin invites drinkers to slow down, engage the senses, and savour each moment.

The design, flavour, and experience reflect traditional Japanese aesthetics, reimagined for modern drinking culture. Roku’s non-alcoholic offering introduces a four-gin infusion collection, one for each season. Crafted with adaptogenic, wellness-focused ingredients to match different moods. Instead of simply removing alcohol, Roku adds meaning, encouraging Gen Z to reconnect, reflect, and restore balance.

The campaign is driven by storytelling, with each bottle featuring poetic visuals and Zen symbolism; grounding stones, raked lines, and gentle verses that reflect mindfulness, impermanence, and connection. Whether enjoyed in solitude or shared moments, each bottle becomes a quiet, immersive ritual of harmony.