BRANDING
d&ad 2025 New Blood Brief
OTR ZeroProof
OBJECTIVE
- Create an Identity that honours the original brand but reimagines it for the new target audience and works cohesively across touchpoints like packaging or campaigns.
- Brand Activation(s) that are either physical or digital.
VISION
A bold, vibrant, and effortlessly elegant design that speaks to the next generation of drinkers. The visual identity blends fresh colours with sleek typography, capturing the essence of a premium zero-proof drink. Inspired by nature’s freshest ingredients, each element from juicy fruit accents to crisp, minimalist layouts evokes refreshment and sophistication. Designed for Gen Z, the packaging and branding feel just as at home at a rooftop party as they do on a road trip or a cozy night in.
VISUAL DEVELOPMENT
Step one was to create a moodboard to see how the two styles could be blended. A variety of moods, aesthetics, colour palettes and lightings were put together to come up with an identity that was distinctive yet reminiscent of the brand as it is.
ILLUSTRATIONS
After developing the initial colour scheme, some early illustrations were developed. OTR pays special attention to the ingredients that make up their drinks, so keeping that in mind, a few illustrations were developed that highlight the main ingredient in the drinks.
Brand Activation and Promotion
