Group project and a live D&AD brief created with Christy Green.
We were asked to reimagine one of the existing Suntory spirits as a non-alcoholic offering for the next generation of legal age consumers – Gen-Z, also known as moderation generation.
The outcomes for this project includes branding for Roku 0% Ichigo Ichie Edition, additional multipack designed to be shared, and a two minute long video explaining the concept for submission.
Our approach was to honour the original brand and meet real expectations of our target audience. We focused on bringing people together through meaningful social moments alongside a healthy beverage that celebrates nature’s fleeting moments.
The Japanese philosophy encourages people to be present in all moments, to savour all experiences. It originated from Japanese tea ceremonies which in turn inspired the design of the multipack.
The multipack is split into two rounds of ROKU 0% – the first round of six shots is there to set the mood – to accompany the initial cheers of the night. The second round allows everyone to anchor the memory with a reflective farewell.
The branding includes Gansai, meaning ‘vibrant colours’, which is a traditional Japanese watercolour technique. The hand-painted orange-blue nishikigoi (koi fish) represent strength, success and health within the branding and Gen-Z’s aspirations.
ROKU 0% would activate by partnering with appropriate restaurants to deliver an enhanced dining experience through a special offer on the menu called ‘Round of ROKU’. Paired with selected dishes, it fits seamlessly into Gen-Z’s desire for wellness and shareable moments that restaurants aim for too.
ROKU 0% can also come to life in supermarkets through sensory experiences and stalls that offer a moment of pause for customers. A projected animation of koi fish swimming in water plays as the customer walks through the isle. Their fast footsteps create ripples of water, scaring the koi fish away, forcing the customer to slow down. Walking slower towards the shelf makes the koi fish swim back to be admired as the cherry blossom petals fall down.
This climate change campaign aimed at millennials focuses on the alarming rate at which glaciers are retreating and ice is melting in the Alps. These changes threaten biodiversity, water security, tourism, and the very ecosystems that make alpine regions unique. Red Bull, a brand rooted in the spirit of adventure, extreme environments, and high-altitude action, is uniquely positioned to lead a bold awareness campaign addressing this pressing environmental issue.
The campaign urges the need to keep our planet – especially fragile alpine environments – cool, livable and useable for future generations.
Please watch the video by clicking the link below.
https://www.youtube.com/@LukeWYTstudio
Special edition cans has been developed using thermochromic smart materials—a powerful fusion of design, technology, and climate storytelling. As the can warms, snow and the athlete on the iconic mountains disappear, revealing bare rock—mimicking the real-life melting of alpine glaciers. This heat-sensitive ink turns every can into a visual warning.
Red Bull has always stood for pushing boundaries—both physically and culturally. “Keep It Cool” channels that same energy into climate action, transforming Red Bull’s reputation as a high-adrenaline brand into a high-impact environmental advocate, raising expectation standards.
On-mountain events will take place across the Alps, blending skiing, snowboarding, and climate action. These events will feature pro athlete showcases, open competitions and activities for individuals all ages, designed to raise awareness about melting ice and fund local conservation projects.
