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ROKU GIN — NON-ALCOHOLIC

Simple and confident: 六. THE NUMBER SIX. SPLIT INTO SIX.

CRAFTED FROM CONCEPT

Client

D&AD Brief

Year

2023

Duration

1 Month

role

Brand Strategist & Designer

THE PROBLEM

GEN Z IS THE MOST SOBER-CURIOUS GENERATION
EVER RECORDED. THEY'RE NOT GIVING UP ALCOHOL THEY NEVER REALLY STARTED. BUT EVERY BRAND ON THE MARKET STILL FEELS LIKE A CONSOLATION PRIZE. A DRINK FOR PEOPLE WHO COULDN'T HAVE THE REAL THING.

ROKU DOESN'T HAVE THAT PROBLEM. ROKU ALREADY HAS A STORY WORTH TELLING. THE QUESTION ISN'T HOW TO REMOVE THE ALCOHOL, IT'S HOW TO MAKE THE REMOVAL FEEL LIKE AN UPGRADE.

Why dark chocolate? Why India?

India's chocolate market has long been dominated by sweet, mass-produced milk chocolate. But a new consumer is rising — one who seeks origin, craft, and a story worth remembering. This gap between craft chocolate and emotional storytelling is where Darck lives.

THE INSIGHT

六. THE NUMBER SIX. IT WAS ALWAYS THERE.

The bottle is a hexagon. The name means six. Each face of the glass is embossed with one of the six botanicals that make Roku what it is. The entire brand was already a system waiting to be separated.

THE IDEA

THE HEXAGON IS THE BOTTLE. THE TRIANGLE IS THE CAN.

Six triangles make a hexagon. So I gave each botanical its own triangular can. Buy one and you have a drink. Collect all six and you rebuild the bottle, the shape Roku was born from. The collect mechanic is baked into the geometry.

THE HEXAGON IS THE BOTTLE. THE TRIANGLE IS THE CAN.

KEY TAKEAWAYS

BRAND STRATEGY FROM BOTTLE TO CAN.

Designing for Gen Z isn't about chasing trends. It's about giving them something worth collecting, photographing, worth sharing and trusting that the ritual will follow.

Next Project

MUMBAI LOCAL — FRAMES OF EXISTENCE

A photography book that finds stillness, humanity, and quiet connection inside the world's most chaotic commute.

MUMBAI LOCAL — FRAMES OF EXISTENCE

A photography book that finds stillness, humanity, and quiet connection inside the world's most chaotic commute.

VIEW PROJECT
VIEW PROJECT

Simple and confident: 六. THE NUMBER SIX. SPLIT INTO SIX.

CRAFTED FROM CONCEPT

GEN Z IS THE MOST SOBER-CURIOUS GENERATION
EVER RECORDED. THEY'RE NOT GIVING UP ALCOHOL THEY NEVER REALLY STARTED. BUT EVERY BRAND ON THE MARKET STILL FEELS LIKE A CONSOLATION PRIZE. A DRINK FOR PEOPLE WHO COULDN'T HAVE THE REAL THING.

ROKU DOESN'T HAVE THAT PROBLEM. ROKU ALREADY HAS A STORY WORTH TELLING. THE QUESTION ISN'T HOW TO REMOVE THE ALCOHOL, IT'S HOW TO MAKE THE REMOVAL FEEL LIKE AN UPGRADE.

Why dark chocolate? Why India?

India's chocolate market has long been dominated by sweet, mass-produced milk chocolate. But a new consumer is rising — one who seeks origin, craft, and a story worth remembering. This gap between craft chocolate and emotional storytelling is where Darck lives.

六. THE NUMBER SIX. IT WAS ALWAYS THERE.

THE HEXAGON IS THE BOTTLE. THE TRIANGLE IS THE CAN.

THE HEXAGON IS THE BOTTLE. THE TRIANGLE IS THE CAN.

BRAND STRATEGY FROM BOTTLE TO CAN.

Designing for Gen Z isn't about chasing trends. It's about giving them something worth collecting, photographing, worth sharing and trusting that the ritual will follow.

MUMBAI LOCAL — FRAMES OF EXISTENCE

MUMBAI LOCAL — FRAMES OF EXISTENCE

2026

2026

2026

Simple and confident: 六. THE NUMBER SIX. SPLIT INTO SIX.

CRAFTED FROM CONCEPT

GEN Z IS THE MOST SOBER-CURIOUS GENERATION EVER RECORDED. THEY'RE NOT GIVING UP ALCOHOL THEY NEVER REALLY STARTED. BUT EVERY BRAND ON THE MARKET STILL FEELS LIKE A CONSOLATION PRIZE. A DRINK FOR PEOPLE WHO COULDN'T HAVE THE REAL THING.

ROKU DOESN'T HAVE THAT PROBLEM. ROKU ALREADY HAS A STORY WORTH TELLING. THE QUESTION ISN'T HOW TO REMOVE THE ALCOHOL, IT'S HOW TO MAKE THE REMOVAL FEEL LIKE AN UPGRADE.

Why dark chocolate? Why India? India's chocolate market has long been dominated by sweet, mass-produced milk chocolate. But a new consumer is rising — one who seeks origin, craft, and a story worth remembering. This gap between craft chocolate and emotional storytelling is where Darck lives.

六. THE NUMBER SIX. IT WAS ALWAYS THERE.

THE HEXAGON IS THE BOTTLE. THE TRIANGLE IS THE CAN.

THE HEXAGON IS THE BOTTLE. THE TRIANGLE IS THE CAN.

BRAND STRATEGY FROM BOTTLE TO CAN.Designing for Gen Z isn't about chasing trends. It's about giving them something worth collecting, photographing, worth sharing and trusting that the ritual will follow.

MUMBAI LOCAL — FRAMES OF EXISTENCE

MUMBAI LOCAL — FRAMES OF EXISTENCE

GEN Z IS THE MOST SOBER-CURIOUS GENERATION
EVER RECORDED. THEY'RE NOT GIVING UP ALCOHOL THEY NEVER REALLY STARTED. BUT EVERY BRAND ON THE MARKET STILL FEELS LIKE A CONSOLATION PRIZE. A DRINK FOR PEOPLE WHO COULDN'T HAVE THE REAL THING.

Why dark chocolate? Why India?

India's chocolate market has long been dominated by sweet, mass-produced milk chocolate. But a new consumer is rising — one who seeks origin, craft, and a story worth remembering. This gap between craft chocolate and emotional storytelling is where Darck lives.

BRAND STRATEGY FROM BOTTLE TO CAN.

Designing for Gen Z isn't about chasing trends. It's about giving them something worth collecting, photographing, worth sharing and trusting that the ritual will follow.