Morrow
Services
Brand Identity & Visual Systems
Packaging & Prints
Campaign & Brand Activation
Client
Self-Directed Project
Year
2026
Info
"Sober Curious" is a growing cultural movement among Gen-Z, defined by a conscious shift towards reduced or no alcohol consumption. As the trend gained traction, many alcohol brands responded by introducing non-alcoholic alternatives, but I wanted to explore a different angle. Rather than removing alcohol from the equation, could there be a smarter solution to the hangover that follows?
Despite sharing similarly strong drinking cultures, hangover relief products are far less embedded in the UK than in Korean society. Recognizing that gap as an opportunity, I came up with a solution of a sweet jelly stick designed to be taken before or during a night out: a format that feels social, shareable, and in step with how Gen-Z approaches experience-driven consumption.
Brand Identity
The brand name Morrow reflects its core identity: protecting your tomorrow morning after a night of drinking. Inspired by this idea, the logo animation visualises the sunrise, symbolising a fresh start and a better morning ahead.
Packaging box
The packaging design highlights the brand’s sun symbol, with a laser-cut window that reveals the sachet inside, reinforcing the idea of looking through into a new morning.
Brand On-site Touch points
Designing the packaging got me thinking about something bigger: how Morrow could introduce a new product, and a new habit, to people who'd never come across either.
The touchpoint I designed was a hanging shelf display, inspired by PerfectTed Matcha, positioned right beside the wine and spirits corner. There, Morrow can reach Gen-Z shoppers in the exact moment they're picking up a second or third round.
Promotion designs
I also thought about placing the promotion where it would land in context. Night buses and tube carriages became the natural fit, reaching late-night commuters heading home from the bar, the party, or a round of social drinks, with a simple reminder: take care of your Morrow.
