Background
Conscious Club is a next-generation beverage brand created to redefine the way we drink; intentionally, mindfully, and without compromise. In a culture historically dominated by high-proof cocktails or sugary mocktails, we offer a new solution: upscale low-ABV botanical cocktails crafted for flavor, function, and enjoyment. Conscious Club isn’t just a beverage or a brand. It’s a movement. By creating a brand rooted in intention, presence, and pleasure, we’ve helped reframe what it means to drink well in today’s world.
Purpose
Mindful drinking isn’t less. It’s more- it’s more clarity, more flavor, and more freedom. Conscious Club exists to redefine drinking culture, where mindfulness, balance, and enjoyment coexist. Our beverages bridge the gap between over-consumption and full abstinence, offering a sophisticated, mindful alternative for those who want to drink with purpose. At Conscious Club, we believe drinking should be a choice, not a compromise. Rooted in mindfulness, our drinks are created to seek connection, celebration, and intention without overindulgence.
Process
Conscious Club was created to solve a growing tension in modern drinking culture: the desire to socialize and savor without sacrificing wellness, clarity, or control. For years, drinking has been an “all or nothing” proposition. Either you drink and risk the hangover, or you don’t drink at all and feel left out. As more people embrace wellness, mindfulness, and conscious living, there’s a clear need for something in between: a refined, elevated experience that doesn’t depend on alcohol to feel meaningful. Conscious Club exists to offer an alternative, a way to drink that’s balanced, botanical, and beautifully crafted. It brings a new standard for what it means to drink well; with pleasure, but without pressure.
Conscious Club was designed with thoughtful creativity, and its colors, typefaces, and imagery accurately represent the brand and its mission, values, and tone of voice. The entire brand style guide shows a complete story of the brand and its focus. The brand’s strategy aims to target young adults under 30 who want to drink moderately and still enjoy the night. We are providing a balance to drinking, and an answer to alcohol overconsumption.
Challenges and learnings
As the lead designer, I created the brand to change the nightlife scene as we know it. I wanted to transform the way that the world thinks about alcohol. I was challenged to find a solution for overconsuming, that provides mindful and balanced drinking. I learned how powerful a simple mind shift can be, and how design can attract change and bring good into the world by offering a healthier, happier life experience.