As today’s consumers embrace more mindful drinking habits, Free Spirit offers a sophisticated, alcohol-free alternative for those who value flavor, ritual, and connection.
Created by award winning chef Elia Aboumrad, Free Spirit is a bold reimagining of cocktail culture, grounded in culinary craft and natural ingredients.
Contribution: Creative Direction, Art Direction, Graphic Design
The market is shifting. Younger consumers are drinking less, yet traditional non-alcoholic options still fall short on complexity and character.
We set out to create more than a product. Free Spirit is an elevated zero proof elixir that reimagines the ritual of drinking through style, story, and substance.
We’re reshaping what it means to drink socially, without compromise.
This brand was designed to feel as refined and intentional as a top-shelf spirit, while carving its own path in premium hospitality environments.
As Designer and Art Director, I shaped the visual identity for Free Spirit, from the core brand system to the packaging and positioning of its full line of zero proof elixirs.
Free Spirit is not one product. It is a family of distinct expressions, each with a deep connection to nature, myth, and memory.
Developing Free Spirit meant crafting a brand that could balance clarity with complexity.
It was about building a visual system that honored the nuance of each elixir, while still feeling cohesive and elevated.
The directions below came from early phases of the project, when I was exploring how each elixir could stand on its own while still feeling part of a larger story.
I still love this phase of the work.
FREE YOURS