Gauri Abhay Kulkarni
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Zest

How can a non-alcoholic brand resonate with Gen Z without excluding them socially?


Project BriefDesign a non-alcoholic drink brand for the genz that doesn’t feel like a compromise.

DeliverablesLogo Design, Packaging, Brand Activation

Project typePersonal project

RoleBrand Designer

Team size1

Duration3 weeks

Tools used Adobe Illustrator, Adobe Photoshop What
ZEST is a non-alcoholic kombucha brand designed for the Gen Z. It’s bold, fun, and unapologetically expressive, just like its audience. The brand celebrates individuality and creates drinks that go beyond function to deliver personality, mood, and presence.

Why
Gen Z craves more than just healthy drinks, they want brands that match their attitude, identity, and lifestyle. ZEST was created to make them feel seen, energized, and engaged, offering a fun alternative to alcohol while still feeling part of the moment. It’s about being present, living fully, and enjoying the experience, wherever they are.

How
ZEST uses bold branding, slang-driven tone, and vibrant packaging that resonates with Gen Z’s fast-paced, expressive lifestyle. Each drink is named to reflect a specific vibe. 

SIMP – for embracing emotions
FOMO – for living in the moment
LIT – for an energy boost

The drinks are crafted to match different moods and moments, combining the health benefits of kombucha with bold flavors and a story Gen Z can relate to. Each beverage is positioned not just as a drink, but as an experience.
Logo Concept : A bolt of energy, a spark of spontaneity. The lightning bolt logo is more than just a symbol. It represents the electrifying rush of flavor, the thrill of the moment, and the unstoppable energy that fuels every sip.
Drinks line-upSIMP - Drink it once, stan it forever.
SIMP is for those who embrace their true selves and every feeling that comes with it, making the most of every experience.
FOMO - Because missing out is never an option.

FOMO is for those who want to seize every opportunity and stay in the moment, making sure they never miss out on the fun or experience.
LIT - Because the vibe never dies.

LIT is for those who want to turn up the vibe, and stay energized, whether they are out with friends or living in the moment.
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