In 2023, Boam studio created the total design for the Upper brand, refreshing non-alcoholic drinks inspired by classic cocktail recipes. The bold, offbeat visual identity brings a contemporary edge to the whole. The colors and illustrations used are out of the ordinary, bringing new codes to the world of cocktails and alcohol-free drinks. There are 4 flavors: Spritz, Mojito, Ginto and Moscow Mule. Each label has a strong identity (different illustrations and colors), while retaining the same overall DNA.

If in the past the consumption of non-alcoholic drinks was sometimes taken to be a sign of someone being somewhat withdrawn and the beverage of choice for those who wished nothing more than a quiet evening, change is certainly in the air today.

No excuses, no prohibitions, an Upper.

From now on, there are no more excuses about the morning after the night before being a little hard on the head, or a certain remorse for that dreaded last one for the road. Now it’s just a question of pleasure.

Since our earliest childhood we have built up two personalities: the public character, the one who respects the societal norms and the other, our private part, which we cultivate away from the gaze of others.

Upper seeks to reveal this hidden part of our personality to the world. From now on, having a drink is a statement in itself of a different kind!

Based on four celebrated mock-tails, each symbolised by an object with dual connotations, the consumer can now choose their side. It is a dangerously stylish revelation and a self-affirmation.

Upper is a better version of yourself!

Between drinking cocktails and spirits, depending upon my “mood”, I can choose to take a breather with Upper. I’m living in the moment, enjoying an alcohol-free evening yet still with an element of danger…