Team members: Dominique, Chai, Hirah, Yashvi
We started with Secondary Research to know more about Suntory as a brand and Roku as their product. We all focused on various areas of research and came up with A LOT to consider to form our strategy.
After diverging, we recognised that we needed to focus on a few topics and gain in depth knowledge of them to form a strategy. These were:
- How does Gen Z view non-alcoholic beverages?
- What kind of aesthetics do they like?
- What are some alternatives to non-alcoholic brands in the market?
- How are non-alcohol variants of alcoholic beverages branded in the market?
- What kind of aesthetic styles do audiences want for non-alcohol beverages?
- How are Japanese beverages branded? Could we take inspiration from the Japanese culture?
From all possible routes, we decided that the ‘coming together’ of alcohol and non-alcohol drinkers might be the best way to approach Roku Zero’s branding.
Since non-alcohol drinkers do not feel equally represented in spaces where alcohol and non-alcohol drinkers both mingle, there is an opportunity to make them feel seen and for them to come together with our designs.
Thus, this was our narrative:
- There is a growing number of alcohol and non-alcohol drinkers amongst Gen Z.
- There are not many spaces where alcohol and non-alcohol drinkers feel equally comfortable and equally represented.
- Since Gen Z will have the most number of alcohol and non-alcohol drinkers compared to any previous generation, there is a real need to address this issue.
- Therefore, through Roku Zero, we want to create a space where alcohol and non-alcohol drinkers feel equally represented. We propose to do this by creating a bottle in the shape of an inverted hexagon, which forms a perfect pattern with the iconic hexagonal Roku bottle. This will preserve Roku’s iconic six ingredient quality, while also differentiating it from the original.
Final outcome:
