ISABELLE PATON
Depop Dares
SHIR0% Gin
(Re)Generate
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Roku
2025 | D&AD New Blood Brief
Creative Team
Isabelle Paton
Skills
Motion
Packaging
Identity
Photography & Videography
Brief and Solution
To create an identity that honours the original Roku Gin brand but reimagines it as a non-alcoholic drink, and a brand activation that expands the acceptance of the brand to appeal to a younger demographic.
A concept rooted in Japanese principles, Roku SHIRO% Gin celebrates the beauty of subtlety and ephemeral moments. Shiro (白) means white, but it represents simplicity, stillness, and nothingness. The minimalist bottle transforms once held: its thermochromatic coating reacts to heat and slowly reveals blossoming sakura. This elevates the gin from a product to an experience, whilst symbolising that from nothing comes everything.
The idea that ‘from nothing comes everything’ presents itself in every aspect – a nod to the botanicals blooming from the ground up each season and the experiences which come from being sober. This forms the concept of the launch event which invites members of Gen Z for a night of cultural immersion and experimental non-alcoholic cocktails. A no phone policy will push people to be present and engage with the product. The event will instead be captured using Instax film cameras – a natural collaboration given that Roku and Instax are both centred around the idea of creating and capturing moments.
Presentation Video
The best way to understand the idea! (Sound on)