The alcohol-free category has evolved fast, but many brands still position themselves as substitutes — something to make up for what’s missing. At Greatergood® Brands we wanted to change that. Reformed Characters set out to prove that alcohol-free could be just as indulgent, expressive and social as its alcoholic counterparts.

As both creator and client, we built Reformed Characters from the ground up. Our work spanned strategy, naming, identity, drinks formulation and route to market.

Insight showed that consumers taking a break from booze weren’t looking for moderation – they wanted to keep their edge. This idea of “healthy hedonism” became our foundation. The name Reformed Characters captured both wit and self-awareness, while verbal branding lines like “Unapologetically Alcohol Free” and “All Character, No Compromise” gave the brand its voice.

We designed a range of cans with strong, metallic pattern work – each flavour represented by its own ‘character’: The Herbaceous Character, The Dark & Decadent Character, and The Bittersweet Character. The visual world celebrated individuality, energy and bold flavour, standing out in a category that too often feels restrained.

Alongside the brand world, we developed the drinks themselves – crafting recipes, managing production, and building a Shopify store to launch direct to consumer.

Reformed Characters launched with impact. The brand quickly attracted attention from major retailers including Selfridges, Sainsbury’s and Tesco, as well as airline and international buyers. The response validated our belief that alcohol-free can be confident and desirable, not a compromise.

The project showcased our full-service capability as an alcohol free packaging agency – from liquid development to brand strategy, design and retail activation – proving that when creativity and commercial thinking come together, great brands don’t just compete; they redefine the category.