The client approached Blurr with a simple concept: dealcoholized sparkling wine. He prioritized quality craftsmanship, a premium aesthetic, and the Mediterranean lifestyle of Spain, where the product originates. Through our process, we uncovered the deeper significance of legacy and community, which inspired Society de La Rassi. This modern take on heritage combines timeless design with an iconic label that reflects the product’s roots and enduring appeal to a more luxury consumer. In a category dominated by heritage brands, how can a newcomer garner equal or greater gravitas?

We recognize that although the NA category continues to grow, new brands are missing the mark for an emerging segment of users: those who are both intentional, and adventurous. As NA offerings become table stakes, we want to be a bottle that represents more than what it lacks, and becomes recognized as a symbol of celebration for those who seek to enjoy both late nights on the dance floor along with the morning after.

We wanted a name that communicated our brand’s unique blend of tradition with innovation. The name Society de La Rassi balances tradition and innovation. Society celebrates a new generation of non-alcoholic drinkers, while La Rassi honors Mediterranean heritage and winemaking craftsmanship. Derived from the surname “Rassi,” meaning “red” in Italian, it symbolizes the team’s passion and the transformative power of shared moments over a great bottle.

To stand out among the influx of Zillennial-focused NA brands, we leaned into luxury details that we felt were missing in the market. The label features embossed lettering and refined typography, with a hot red hue that nods to Rassi’s Mediterranean roots.

Society de La Rassi doesn’t preach sobriety or excess—it crafts something more intriguing altogether. A blend of tradition and tomorrow, complexity and simplicity, the brand opens a window into a life renowned for its charm, not defined by what it lacks. By doing so, SDLR claims its place both in the wine aisle and in the lives of social circles who dare to celebrate differently.