SUN BEAM
Client: Jim Beam
Partner: Shanzah Rafiqi
THE PROBLEM
As Gen Z embraces a sober-curious lifestyle, heritage spirit brands like Jim Beam risk losing relevance with an entire generation. We needed to reimagine Jim Beam as a non-alcoholic offering.
THE SOLUTION
People associate bourbon with warmth, while abstaining from alcohol often brings a sense of clarity and lightness. We merged these insights into a non-alcoholic spirit inspired by the sun.
CASE STUDY
Sun Beam
THE SPIRIT
Sun Beam
SOCIAL
Sun Beam
OUT-OF-HOME
Sun Beam
EXPERIENCE
Light installations above Sun Beam bottles in bar shelves.
IN-STORE
Sun Beam
PRODUCT LINE
Sun Beam
SOFIA NICHOLS HERNANDEZ