Oppure – the alcohol-free paradox

Oppure (/opˈpu.re/) is Italian for “or”. Oppure opens the door to new possibilities and sensations. The new era of mixology begins with an alcohol-free blend: such an unlikely contradiction. Or is it?

How can a new brand of alcohol-free spirit meet the new generations’ thirst for uncompromising shared experiences? How can it appeal not just to the non-alcohol drinkers but to anyone craving new challenges and new exhilarating sensations?

We were invited to untangle these apparent contradictions and to imagine how a new brand of alcohol-free spirit could not just end up carving a narrow niche among cocktail drinkers but broaden the way we think of mixology itself.

Instead of trying to untangle the inherent paradox of the brand, we embraced it. Right from its name.

We crafted a strategy that reflected the social trends as well the brand unique values, leading to our FutureBrand Idea: “The alcohol-free paradox” and to the creation of the brand name – Oppure (which means “or” in Italian): an invitation to explore new dimensions of taste and pleasure, to be surprised by an unexpected non-alcoholic drink that – paradoxically – tastes so familiar.

Even the label – that can be read upside down – expresses the paradoxical nature of the brand, with bold, vibrant colors that defy the very idea of blandness, traditionally associated with the non-alcoholic drink world. The elegant pattern evokes classic botanical illustrations. Or… are they curvy cocktail glasses?

An intriguing brand image serving as entrance door to a new world where drinking, sharing and experiencing is indissolubly tied with harmless and all-round pleasure, an apparent paradox, a real possibility.