True Mark
Challenge
Solution
With a high rise of the mindful consumption and emotional well-being trend among Gen Z, the challenge was to reimagine SGS’s spirit as a non-alcoholic offering with consideration to the existing brand.
Burdened by societal expectations and the pressure to appear tough, men frequently suppress their emotions, hiding moments of vulnerability behind
a drink. Proposed for the generation of conscious consumers, the new
non-alcoholic offering “True Mark” is challenging the common association between high ABV and ‘real manliness’.
Creating the ‘True Mark’ of each label, the hand traced patterns of the cracked concrete are stamped directly onto the bottle, ensuring craftsmanship and sophistication.
The additional see-through elements are designed to communicate transparency and 0% alcohol content. Replacing the wax with stone-like clay, True Mark is now breaking the layers of enforced bravado.
The special edition packages are created in partnership with British artist Richard Long, who emphasises the depth of emotions and raw beauty through natural materials.
