Stone Cold Alcohol-Free Brewery
Project Year: 2020
This self-initiated branding project reflects my observation of a market need for a brand that breaks down the stigma surrounding non-alcoholic beverages and people who consume them. To take the idea of a non-alcoholic brewery, and transform it into a fully-fledged brand that stands with purpose, identity, and community.
In 2022, The Tuesday Club won a D&AD award for fully realising this vision with AF Drinks following the same brand methodology, naming and messaging structure demonstrated in this Stone Cold AF Brewery project developed 2 years prior.
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The Approach
We have all seen non-alcoholic products, but how often do we come across a non-alcoholic brewery? We reveled in the idea and celebrated the company's individuality in the beverage industry. Alcohol-free products are extension products of alcoholic breweries, to serve their alternative market.
Stone Cold AF Brewery is the brand, solely, for the alternative consumer.
The Solution
We built a brand that is rebellious in its tone of voice, visually fashionable and delivers a real social statement. We developed messaging, name(s) and a visual identity that any person can own and wear with pride!
Alcohol-conscious or non-alcoholic drinkers can put on their Stone Cold As F*ck armour, to not feel demoralised by society questioning their choices, and instead feel liberated.
