Project Overview
Normal is a conceptual wellness brand designed to normalise sobriety and empower Australian women aged 25–35 to rethink their relationship with alcohol. Developed as part of a university brief, the project responds to widespread misconceptions about alcohol’s emotional benefits, especially among women, and challenges long-held social norms with compassion and clarity.
The brand communicates evidence-based information through a visual tone that is calm, inclusive, and judgement-free. The goal was not to target addiction, but to create space for sober-curious individuals to feel informed, supported, and confident in their choices.
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Alcohol is often glamourised in pop culture, and young women are increasingly consuming it at higher rates—yet public conversations still centre on men. Many women believe alcohol helps them to relax or cope with stress, despite evidence suggesting otherwise. There's a cultural stigma around sobriety that makes it difficult to talk about or pursue without feeling isolated or judged.
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An app with supporting resources and products that:
Makes sobriety feel approachable and socially acceptable
Educates women on alcohol’s true effects through credible, easy-to-digest facts
Offers community and professional support
The brand uses engaging campaign collateral to attract attention and drive awareness, creating a safe and empowering entry point into alcohol-free living.
Research & Insights
To ensure this project was grounded in real-world understanding, I conducted a wide range of research across three key areas.
This in-depth analysis provided essential insight into both the user mindset and the cultural context, shaping a campaign that feels authentic, relatable, and empowering.
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I identified and explored the needs, motivations, and behaviours of women aged 25–35 through:
A self-conducted survey of 42 participants, exploring drinking habits, motivations, and openness to change
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To ensure the project delivered accurate, responsible messaging around alcohol consumption, I drew from a wide range of credible sources. These included:
Health implications of alcohol consumption — Sourced from the Australian Department of Health, NHMRC Guidelines (2020), and FARE (Foundation for Alcohol Research and Education)
Gender-specific research on how alcohol affects women biologically, socially, and psychologically — including insights from The Wine O’Clock Myth by Lotta Dann and data from the Australian Institute of Health & Welfare
Cultural perceptions and behaviours around alcohol — explored through public health studies, journal articles, and mental health foundations
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In order to position the project effectively within an existing market, I explored:
Branding and design of both alcoholic and non-alcoholic beverages including brands like Seedlip and Heaps Normal
Alcohol marketing techniques, especially gendered branding and subconscious emotional appeals used on platforms like Instagram and Facebook
Existing alcohol-free services and campaigns such as Reframe, Daybreak, Dry January, DrinkWise, and Alcohol Think Again
Mass media campaign effectiveness — including systematic reviews of how visual messaging influences behaviour change
Social Media
This social campaign was created to introduce the Normal brand to potential users while offering a mix of educational and promotional content. Acting as both a standalone resource and a gateway to the full app and products like Normal’s Zero Gin, the campaign is designed to drive engagement across multiple touchpoints.
By rotating between bite-sized facts, user insights, and brand-led visuals, the content remains cohesive yet dynamic. Each post is intended to be a bold, thought-provoking interruption in the user’s feed, while the animated reel uses motion and sound to deliver a more immersive, emotionally resonant experience.
App Interface
The Normal app acts as the brand’s central platform — offering users a supportive space to learn, reflect, and reframe their relationship with alcohol. Designed with the needs of the core audience in mind, the interface is warm, modern, and easy to navigate.
Blending evidence-based content with personalised tips and community-driven features, the app aims to meet users where they’re at — offering practical guidance and motivation in a tone that feels both empowering and non-judgemental.
Product Packaging
As part of the broader Normal initiative, Zero Gin offers a sophisticated alcohol-free alternative designed to feel empowering rather than restrictive. The packaging was created to appeal directly to women seeking mindful drinking options — balancing elegance, clarity, and confidence. Harmonious tones, minimalist typography and hand drawn elements work together to position the product as both premium and approachable, while maintaining strong visual cohesion with the wider Normal brand.
The dielines were created to ensure print-ready precision across both the bottle label and sliding box designs. Attention was given to hierarchy, legibility, and production feasibility.
Web Design
The Normal website serves as a welcoming central hub for users to engage with the brand. Its clean, intuitive interface is designed to reduce overwhelm and build trust, guiding visitors toward helpful content and next steps. Clear calls-to-action invite users to download the app for educational tools and support, while the online shop offers easy access to Zero Gin — with potential for future product expansion.
The design strikes a balance between functionality and emotional resonance, positioning Normal as both a supportive guide and an aspirational lifestyle brand.
Recipe Booklet
To support and inspire users on their sober-curious journey, Normal includes a thoughtfully designed recipe booklet featuring a range of non-alcoholic cocktail ideas using Zero Gin. Available digitally via the website, shared across social media, and included as a free add-on with Zero Gin purchases both online and in select stores, the booklet reinforces the brand’s approachable, lifestyle-oriented tone.
More than just a recipe guide, it encourages users to reimagine rituals around drinking — making sobriety feel creative, enjoyable, and rewarding.
Posters
Designed as a cohesive series for public spaces, these bold, visually striking posters serve as high-impact touchpoints to introduce Normal to a broader audience. With minimal copy and strong visual presence, each piece is crafted to quietly stand out — offering a moment of pause in a fast-moving environment. Rather than instruct or persuade, the posters invite reflection and spark intrigue, encouraging viewers to discover more through the app and broader brand ecosystem.
Design Thinking
Normal is the result of extensive research, thoughtful design, and a genuine desire to shift the conversation around alcohol and wellbeing. This project challenged me to balance empathy with strategy — crafting a brand that feels both supportive and empowering, while remaining grounded in evidence and insight. From initial ideation to final execution, every element was designed to resonate with the audience and spark meaningful engagement.
