Everyone has bad days now and then.
But when was the last time you celebrated your failure?
Our culture approves celebrating a success, but not a failure. We expose our ups and hide our downs. However, a victory rarely comes without a failure. The deeper we hide our fails, the more distressed and vulnerable we become.
We shouldn’t be ashamed of our misfortunes. It’s unhealthy to suppress the dark side of life. In order to let go and move on we need to recognise failures and to celebrate them.
Traditionally, we praise ourselves with champagne. By contrast, PZ DC is a concept of a new non-alcoholic drink to honor the bad days.
The brand name derives from abbreviated Russian very obscene word meaning an extremely bad situation.
The slogan Drain the Bitter Cup reflects the peculiar taste of the drink. Failures cannot be sweet.
To highlight its gloomy purpose, the drink is made of black ingredients only, such as black tea, blackberry, coffee, black cumin, liquorice, black sesame, black pepper, black wild rice, charcoal and pu-erh black resin.
PZ DC is a line of five drinks, each of them featuring a degree of sorrow (Melancholy, Sadness, Misery, Gloom, Despair) – from the lightest to the strongest.
The design represents the correlation between the dismayed state of mind and hopefulness — light at the end of the tunnel. The more upset we are, the farther away the light at the end of the tunnel seems to be.
All we need is to embrace our failures. We all need PZ DC.
Special thanks to Vadim Bunkoff for art-direction and inspiration.