THE CHALLENGE

HIGHR reimagines classic cocktails into mind-bendingly tasty, 0% alcohol serves by infusing therapeutic botanicals like L-theanine and Californian poppy to lift the vibe and mellow the mood.

The brand needed to stand apart from typical “sober-curious” options by offering something less benefit-led, more relevant, and frankly, more fun. The goal was to create a bold brand that blurred the lines between cocktails and functional drinks, appealing to conscious drinkers who crave more.

CATEGORY INSIGHTS

Consumers aren’t just cutting back on alcohol; they’re seeking alternatives that help them feel better. The new wave of mindful drinkers is turning to functional ingredients for mood, focus, or calm, without compromising on taste or sociability.

Yet most products in this space still play it safe. They either mimic existing formats, lean into minimalist tropes, or veer too far into wellness clichés. There was a clear opportunity to inject a splash of psychedelic creativity into the category.

OUR APPROACH

As a non-alc cocktail enhanced with nootropics, the concept was still new to most drinkers. That meant packaging had to communicate the idea clearly, without overwhelming the design with information. The solution? Anchor the range to familiar formats like a ‘Gin & Tonic’ and use psychedelic flavour illustrations as a visual shortcut to communicating the concept, while a holographic laser foil stock amplifies the sensory impact.

Tone of voice was key in shaping HIGHR’s irreverent character, steering clear of the typical “sober and sensible” messaging many non-alc brands fall into.

“Let’s say… you want your esky chat to flow for aeons, you need to get through that dinner party sitting next to Norman with exceedingly average chat, you want knock-off drinks without the brutal hangover and would love your date to find you genuinely funny after eight bottles. Take a sip.”

TESTIMONIAL

“I created HIGHR because I wanted to offer people more than just great flavours when they choose alcohol-free drinks. I want them to feel something too. Squad brought a unique perspective to the project and reimagined how mindful drinking, functional ingredients, and unique flavour combinations could be brought to life—blurring category lines and pulling what works best from both alc and non-alc to create something truly unique and cheers-worthy.”

– Tim Triggs, Founder