The Challenge

Alt-cocktail beverage brand Nope was already changing cocktail culture, but decided it was time to further carve their niche in the skyrocketing non-alcoholic beverage industry. With a sober/sober-curious audience who still very much wanted to be part of the scene, Nope needed to design their product packaging in a way that could help Nope drinkers fit in, and at the same time, stand out from their alcohol-drinking peers.

With an opportunity to appeal to sober socialites in the booming, no- and low-alcohol beverage sector (+506% since 2015, with projections of a $280 million market size in 2021 and 7.1% growth by 2025, according to Nielsen), Nope brought on The GRO Agency to deliver bold packaging concepts for their various flavored beverages.

Our challenge with the Nope packaging design was to confidently engage young consumers on the shelf, across digital platforms, and even at the bar, while punctuating the occasion with a social statement that didn’t alienate drinkers.

The Solution

Through current-trend analysis on market data and social media, the Nope brand was re-engineered to address the issues that Nope’s target consumers face when it comes to drinking alcohol and social events,while positioning their “crafted” cocktails as the first-choice for taste and quality.

First, cocktail-themed color palettes and textures reminiscent of a vintage 90’s cocktail bar, the Nope packaging alludes to a smooth, crisp sipping experience that visually promises to satisfy the consumer’s thirst.

What’s more, at a first glance or in a dimly lit space, the Nope packaging design and colors are intentionally indistinguishable from a traditional alcoholic beverage, thus empowering the consumer to share their life choices at their own discretion.

Finally, the brand messaging generates eye-catching sass and a feisty spirit that gives the consumer a low-calorie, celebratory beverage without the hangover. In other words, Nope became the brand that let you party hard, responsibly.