tera
overview
IIn March 2025, I entered the D&AD New Blood competition, selecting a brief that sat at the intersection of my professional experience and creative curiosity.
Having actively worked within the drinks industry at Powderkeg, the challenge set by Suntory Global Spirits felt like the perfect opportunity to apply creative insight to a major brand.
the objective
The challenge was to navigate an increasingly conscious consumer landscape. I was tasked with re-inventing Roku, Suntory’s flagship craft gin, for the moderation space.
The goal was to develop a non-alcoholic offering that didn't just mimic the original, but lived up to the brand’s deep-rooted craftsmanship and "sober-curious" audience expectations.
the solution
My response was to tap into ancient Japanese philosophies to create an identity that works in total harmony with the existing Roku brand.
I evolved the iconic hexagonal bottle by adding "pagoda" tiers, a structural nod to the concept of "treating your body like a temple." This design language signals a shift from traditional consumption to a more mindful, ritualistic experience.
two spirits, one philosophy
Tera is the Yin. The Japanese Free Spirit is calming, soothing, and restorative, nourishing the soul.
Roku is the Yang. The Japanese Craft Gin is warming, dynamic, and invigorating, fostering authentic connections.
Som moments call for Tera, others for Roku.
Not opposites, but partners in balance, they embody the notion that true harmony comes not from choosing between wellness and stimulation, but from embracing a lifestyle of both.
the invitation
QR codes on the bcak of Tera and Roku bottles unlock exclusive invitations to a unique activation, which aligns with the peak of the Japanese sakura season.
The temple of balance serves as a serene yoga pavilion, where ceremonies cherishing Tera together takes place before each session begins.
The ritual is inspired by Japan's Temizuya water pavilions - purification stations at Shinto shrines where visitors cleanse before worship, symbolising spiritual renewal.
the memento
To ensure the experience lives beyond the event, attendees receive an identical pendant. More than just a souvenir, this memento acts as a "community pass" for future events and a token for discounts.
It serves as a subtle, wearable reminder of the brand’s core message: a commitment to living life in a flow state of balance.
