Overview
Soberdawn was created to challenge perceptions of non-alcoholic drinking. Positioned between mainstream alternatives and ultra-premium competitors, the brand needed to feel refined, contemporary and credible across both hospitality and direct-to-consumer audiences. From strategy and positioning through to identity, packaging and brand world, the objective was to create a distinctive premium brand that elevates the non-alcoholic drinking experience and provides a platform for future product expansion.
Branding
Packaging
UX/UI
Creative
Built around the idea of elevation, the identity combines sophisticated simplicity with expressive details inspired by the product itself. Organic dot textures reflect the sparkling character, texture and flavour complexity of the drink, creating a distinctive visual language that connects the brand directly to the experience of the product. A flexible messaging framework centred around the word So introduces an ownable brand voice, while subtle cues within the identity reinforce the brand's optimistic and elevated positioning.
Website
Result
The result is a distinctive premium brand with the flexibility to grow beyond its initial sparkling tea offering and into a wider portfolio of non-alcoholic drinks. By establishing a clear strategic position and a memorable visual identity, Soberdawn is equipped to stand apart in an increasingly competitive market while appealing to modern consumers seeking quality, sophistication and balance. The brand creates a stronger perception of value, supports premium pricing and provides a foundation for future product innovation, partnerships and expansion.
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