The 2025 BrandOpus Competition Brief was to create a non-alcoholic beverage company that didn’t feel like a compromise. The audience was people aged 18-27 and who have plenty of choice, so the challenge was to create a brand that got them excited. It was important to think about how I could stand out and disrupt the non-alcoholic category while still being meaningful and relevant to the audience. Gen Z is embracing a more intimate and controlled environment for socializing. They prefer to create their own experiences at home, which provides a sense of control, and the opportunity to connect more meaningfully with close friends