ROKU GIN 0%
D&AD NEWBLOOD COMPETITION
CLIENT
ROKU GIN
TYPE OF CLIENT
DRINK
CATEGORY
INTERACTIVE CAMPAIGN
BRIEF
For the D&AD New Blood Suntory Global Spirits brief, I developed Roku 0% — a sensory-led, mindful drinking campaign aimed at Gen Z, 41% of whom associate alcohol with anxiety. The goal was to blend Japanese culture with calming design, offering a social experience free from the pressure to drink.
WHAT WE DID
Inspired by the 5-4-3-2-1 grounding technique, I designed interactive water-transfer labels and napkins that reveal hand-drawn illustrations before slowly fading away, making them reusable. Each comes with mindfulness prompts like “Draw three things around you”, paired with a Japanese calligraphy brush to honour the brand’s heritage. These elements create a tactile, creative ritual that encourages presence and connection.
RESULT
A unique, immersive drinking experience that redefines socialising — replacing pressure with calm and turning each glass into a moment of mindfulness.
