Moxi is a concept brand of zero-proof, ready-to-drink cocktails designed for adults who want the ritual and flavor of a cocktail without the alcohol. With the rising popularity of sober-curious culture (and as a non-drinker myself), I saw an opportunity to create a beverage identity that felt both elevated and approachable­­—something that could be enjoyed confidently alongside traditional alcoholic options.

My overall goal was a visual identity that was intentional and sophisticated: free of alcohol, but not of style. The branding avoids cutesy terms like “virgin” or even “mocktail,” adopting a more mature tone that focuses instead on inventive flavor profiles and quality ingredients. Each design element is crafted to balance elegance and warmth, presenting Moxi as an inclusive option that doesn’t compromise on experience or design.