A Premium Apéritif Reimagined by Katy Perry

A premium non-alcoholic apéritif brand rooted in aperitivo culture, indulgence, and modern wellness, De Soi was created to reimagine ritual without alcohol while preserving the sense of pleasure, pause, and sophistication traditionally associated with the category. Designed for moments that are both social and personal, the brand sits at the intersection of restraint and expression, offering an elevated alternative for consumers seeking intention without compromise.

We directed an illustration-forward campaign that brought the bold, playful nature of De Soi to life in a can. The visual system was built to feel expressive yet refined, using vibrant color, confident composition, and graphic storytelling to immediately differentiate the product on shelf and in hand. Rather than leaning into minimalism or wellness tropes alone, the approach embraces a sense of indulgence and personality, signaling that non-alcoholic does not have to mean understated or utilitarian.

The packaging balances clarity and character, with illustrations that invite curiosity while maintaining strong legibility across formats and SKUs. Every element was considered through a real-world lens – from shelf impact and scalability to how the can photographs, stacks, and circulates in social and retail environments. The result is a visual language that feels modern and celebratory, while remaining grounded in the rituals and cues of aperitivo culture.

De Soi is founded by Katy Perry, and the brand reflects a point of view that is both culturally aware and forward-looking. The final system positions De Soi as a confident, contemporary entrant in a growing category, built to stand alongside traditional apéritifs while carving out its own space through design, tone, and intention.