Roku Gin
The Art of Balance
My Role: UI Designer
Team:
Albertus Stephanus Alnu Van der Merwe
Duan Johan Jacobs
Sebastian King
Shayla Pillay
Tyla Roxanne Hutchison
2025
Understanding the Problem
The Challenge
Roku Gin needed to enter the rapidly growing non-alcoholic market to engage a younger, health-conscious demographic without diluting its premium brand identity rooted in Japanese craftsmanship.
The Business Goal
To successfully design and launch a non-alcoholic Roku Gin line that raises brand awareness among Gen Z and expands Roku's global reach into the mindful drinking category.
The User Problem
Culturally-aware, sober-curious consumers lack a sophisticated, non-alcoholic spirit that offers a rich, authentic narrative and a premium experience that aligns with their health and wellness values.
My Work Begins
Discovery & Insight
Research revealed that Gen Z consumers are driven by authenticity, wellness, and a deep appreciation for cultural narratives. This "sober curious" generation seeks sophisticated, alcohol-free experiences, making Roku Gin's philosophy of seasonal harmony ("Shun") a powerful but untapped asset for connecting with them.
The Strategy & Key Decision
Our strategy was to frame the non-alcoholic line not as a compromise, but as a deliberate expression of balance under the concept, "The Art of Balance." The key decision was to tell this story visually through the packaging itself, creating four distinct, seasonally-inspired labels that function as collectible pieces of art, appealing directly to Gen Z's aesthetic sensibilities.
The Solution
The final solution is a multi-channel campaign, "Seasons at their Peak, Spirit Free." It features a new line of non-alcoholic gin with art-driven washi paper labels for each season, a dedicated website experience sharing the "Story of Zero Influence," and a visually stunning animated advert that brings the seasonal journey to life.
Takeaway
Impact
This strategic design provides a clear path for Roku to innovate while honoring its heritage.
Lesson Learned
This project proved that a brand's heritage is its most powerful asset for innovation. By authentically translating Roku's core philosophy of Japanese balance, we could meet the evolving values of a new generation without sacrificing the brand's soul.
© 2025
Duan Jacobs
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