Lucky Saint

A saintly rebrand of non-alcoholic beer brand Lucky Saint, with a top-to-bottle refresh of all words, from messaging and social, to manifestos.

Challenge: Lucky Saint was one of the pioneers of the alcohol-free movement, but as the category grew, there was an opportunity to create a more distinctive voice and clearer point of view. Alcohol-free beer was still widely seen as a compromise. The alcohol-free category often focuses on restraint, moderation, or what people are giving up. And people naturally expect less flavour, less character and a lesser experience. Lucky Saint needed to prove that choosing not to drink alcohol didn't mean settling for a second-rate beer.

Solution: The aim was simple, make Lucky Saint sound unlike anyone else in the category. I helped define the brand positioning, verbal identity and messaging platform for the business, creating a voice inspired by the language of saints, sinners, temptation and redemption. The result was a brand that felt unmistakably Lucky Saint — playful, quietly confident and full of character.

Going alcohol-free shouldn’t mean sacrificing taste, quality or experience. So I came up with the strategic positioning line “All of the satisfaction, none of the sacrifice”, and a memorable brand story “Heritage brewing, modern drinking”, comprehensive voice guidelines, team training and a messaging framework still used throughout the business today. I also developed campaign creative including OOH work such as “Renounce Nothing. Taste Everything.”

The shift:
From: Alcohol-free beer is a compromise.
To: All of the satisfaction, none of the sacrifice

Tone of voice workshop

Brand positioning

Brand voice guidelines

Taglines and messaging house

New manifesto and brand story

Creative concept development

Short films for social media

Ongoing campaign ideas

Training the Lucky Saint teams in their new voice

Made with Oliver Dixon