| Discipline |
|---|
| Package Design |
| My Role |
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| Creative Direction, Design, 3D Modeling |
Lighten Up;
The Invitation to
Enjoy the Moment
As part of the D&AD New Blood Awards 2025, Suntory challenged me to create a non-alcoholic version of Maker’s Mark aimed at Gen-Z. The challenge was to preserve their brand image while appealing to a younger audience.
I began by researching the brand’s history, features, market position, and potential competitors in the non-alcoholic segment. I found out that the iconic red wax seal could still be distinctive in the new market, and it’s worth retaining in the new design.
I created the concept, “Lighten Up,” which reimagines the bottle’s shape as a metaphor for generational shift: the current brand appeals to the older generation who enjoy whisky slowly, while the new design reflects a younger generation who are active and energetic. By raising the bottle’s centre of gravity, the bottle design is more athletic and agile. “Lighten Up” also serves as an invitation to relax and enjoy the moment. It encourages Gen-Z as they navigate overwhelming decisions about careers, relationships, and major life events while lightening up their lives with Maker’s Mark.
