The Mocktail Club — Here’s to you. How a refined story, moment and bottle helped this challenger brand raise the bar on alcohol-free drinks.
The non-alcoholic drinks market is booming. And while that means more people are proudly saying no to booze, for The Mocktail Club - a young but growing Belgian challenger brand - it also meant more competition. Add the category’s current image problems - mocktails are often seen as too sweet, too safe or too much like lemonade - and it was clear they needed to sharpen their story.
The Mocktail Club had a carefully crafted product and a clear mission, but their branding wasn’t telling that story with enough clarity or confidence. Especially in supermarkets and food stores, their packaging lacked the visual boldness to match the sophistication inside. In short? They didn’t need a full-blown rebrand, just a clear step forward. One that could help them shift perceptions, communicate more confidently, and grow their presence in retail.
Despite their name, The Mocktail Club isn’t about late nights and loud music. It’s about crafted drinks for real-life occasions: dinners with friends, sunny terraces, small moments worth toasting to. We repositioned the brand to reflect that, putting at-home celebrations at the centre. With ready-to-serve, flavour-forward drinks that don’t try to copy a cocktail, but bring something of their own to the table.
Visual identity
The Mocktail Club’s new brand identity now reflects what the drinks have always been: curated and confident with a hint of surprise. So no healthy-juice greens or apothecary browns. Just a clean, sophisticated identity with a playful, urban edge. The vibe. The festive moments. But always in a mature and understated way.
The colour palette reinforces this. Silver, white and black set a premium, pared-back base, while softer greens, pinks, yellows and reds add a more feminine, celebratory touch and give each mocktail its own distinct colour.
Packaging
From the bottles, gift and shipping boxes to the matching botanicals that complete each serve, we designed the full line-up. Each mocktail has its own personality, label shape and colour, but still feels part of the same family. That balance was key: it feels cohesive on the shelf, but flexible enough to grow with the range.
How the bottles would look on the shelf was a key part of every design decision. Especially with a major production order coming up. To make sure they fully aligned with the brand identity, we created detailed 3D visualisations of the bottles. That way, the team could see how everything would come together before committing to production.
At the same time, we had to keep things practical, working within the limits of print, cost and compliance, and making space for all the mandatory info without letting it distract from the experience. The result? A packaging system that feels considered and crafted. And a bottle you’d be proud to put on the table.
Images captured by Buro Bonito.
