ROKU GIN
THE CHALLENGE
To Reimagine Roku Gin as a credible non-alcoholic offering.
To develop a product identity that aligns with Gen Z values.
To create a holistic brand experience that celebrates simplicity and connection.
THE APPROACH
Drawing from the Japanese philosophy of ichi-go ichi-e—a concept celebrating the uniqueness of fleeting moments—I crafted a visual identity that mirrors the slow, intentional enjoyment of a traditional tea ceremony. The design incorporated scroll-like layouts, handcrafted calligraphy, and a minimal yet warm colour palette of black, white, and red. This created a sense of quiet elegance, balance, and ephemeral beauty. Textures inspired by rice paper and natural ink reinforced the brand's
organic feel, while digital
applications added
contemporary relevance.
THE OUTCOME
The result is a holistic brand experience that balances cultural storytelling with modern clarity. From packaging to motion-led campaigns, the identity invites consumers to pause, appreciate the present, and engage in rituals of connection—whether with others or oneself. Roku’s non-alcoholic edition is positioned not as a substitute, but as a meaningful choice with depth and resonance.