JDO Raw hosted a student competition to design a new 0% alcohol spirit brand that targets Generation Z.

Attitude was my response to this competition that focuses on spreading awareness on popular social issues that Generation Z are all talking about. The concept behind Attitude was to give our customers meaningful conversation/debate starters that can help break the ice with other people in a club, whilst sober. The tone of this brand was the most important part in my opinion. We were targeting the social activist and therefore wanted them to relate to the brand on all touchpoints. For this to work, our brand needed serious “Attitude” and to not be afraid to speak its voice.

In the discovery phase, research revealed that generation Z cares more than any other generation about a diverse range of social issues including inequality, global warming, injustice, racism, homophobia, and the list goes on. This makes sense due to generation Z being exposed to social media and web 2.0 for as long as most of them can remember. These online platforms have made it easier now more than ever for people’s beliefs and issues to be expressed within online social echo chambers that constantly keep people talking about issues that are important to them. Attitude’s goal is to target these individuals and hopes to get even more people talking about important issues that need to be addressed. Each bottle has 1 of 9 phrases on the back of the bottle which intends to get people thinking and talking. Even the frame that the phrase lives within is designed to look like a protest sign to further reinforce the social activist nature of our brand.

A big challenge was to have the bottle stand out on shop shelves and in clubs/bars. This is why we use clear, vibrant colours for the bottle packaging that also corresponds to the flavour of each bottle. The social issue phrases that live on the bottle are also intended to help the bottle stand out anywhere and everywhere. The spirits are 0% alcohol which can mean the drinker may feel left out or quiet compared to their intoxicated friends. This is why the social issue phrases on our bottles are so important. It gives our sober party-goers something relevant and important to talk about with other people whilst in a club, bar, or party. You can think about them as debate/conversation starters which will hopefully spark relevant talks about important topics.

Attitude’s tone was carefully considered to ensure that our audience will see us as an ally who cares rather than a corporate company who is using them for profits. Attitude is purposely politically incorrect and uses phrases and words that you see our audience using in order to 1; relate to our audience and 2; to spark controversy and get more people talking. Attitude is exactly what the name suggests. We are just as angry and passionate about the issues that our audience are passionate about and hope they allow us to stand with them. The packaging of the bottle uses recycled wrapping paper that the drinker needs to rip off in order to drink. The choice of using this method was to further reinforce our rebellious tone and personality.