Recess Zero-Proof

Recess built early success by creating a new category of CBD and mood-enhancing beverages that quickly became a cultural phenomenon. As the brand expanded into non-alcoholic cocktails with Recess Zero-Proof, the challenge was to develop packaging for an entirely new product line within a tight three-month production timeline while maintaining consistency with the core brand and appealing to mainstream grocery consumers.

The opportunity centered on a growing demand for sophisticated alcohol alternatives that allowed consumers to stay social without sacrificing wellness or clarity. Recess Zero-Proof was positioned for consumers who wanted to enjoy the party while still feeling their best the next day.

The resulting packaging system balanced familiarity with category expansion. Updated typography clearly distinguished the Zero-Proof line while maintaining recognizable brand equity, and the established Recess color palette was adapted to communicate crafted cocktail flavors. Ingredient-inspired illustrations added flavor cues and shelf personality. The result is a scalable non-alcoholic cocktail identity that expands Recess into a fast-growing category while reinforcing the brand’s culturally relevant, wellness-forward positioning.