In reimagining Jim Beam as a non-alcoholic offering tailored to the evolving preferences of Gen Z, the ‘Moderation Generation’ , we focused on the joys of a night out you’ll actually remember. Our campaign centres around a drinking game made for people who don’t drink, bringing friends closer through shared play and lasting memories.
Marketing Campaign Strategy
Visual identity
Art direction
BRIEF
D&AD New Blood 2025 – Suntory
CREDITS
Youbin Lee, Dan Hughes-Kistner and Ena Izawa
Suntory Spirits set out to reimagine one of their signature brands as a credible, non-alcoholic option that resonates with Gen Z’s shifting attitudes towards moderation. We saw this as a chance to ask:
What does it mean to not just create, but truly experience, a night worth remembering, without alcohol?
Gen Z is navigating unique challenges: digital overload, social isolation, and a growing desire for meaningful offline moments.
They crave connection, but increasingly, without the influence of alcohol.
This generation still wants the night out, just without the hangover.
Jim Beam’s classic identity reflects a vintage, heritage-rich aesthetic tied to its bourbon roots.
For Jim Beam Zero, we preserved this legacy while reimagining it through a sleek, sensory lens: one that resonates with Gen Z's values of self-care, moderation, and memorable nights out.
1. Typography Refinement: We simplified the Jim Beam logo by removing decorative effects, opting for a cleaner, more contemporary look. Across the campaign, we used Anisette Std, a playful yet expressive font, to inject energy and dynamism into the brand voice.
2. Reinterpreting the Jim Beam Stamp: We reimagined the iconic Jim Beam stamp using cocktail-inspired gradients in place of the traditional red and gold.
By inverting colours at the edges, we eliminated the need for an outline, creating a crisp, modern silhouette that maintains recognisability.
3. Packaging Colour System: Our colour system uses black for Challenge cans and white for Prediction cans: a clear visual distinction that aligns with game mechanics.
Each can features gradient colours inspired by its flavour palette, enabling instant recognition of the drink’s taste and personality.