MILK developed the packaging design for Vöslauer FIZZZ, a non-alcoholic aperitif-inspired beverage range created for consumers seeking the sophistication of an aperitif experience without the alcohol. Built around the idea of “Fizzzy without Dizzzy,” the concept translates the rituals and flavour cues of aperitif culture into a more contemporary, everyday soft drink occasion.

For the launch, MILK created a design system that positions FIZZZ clearly beyond the visual language of conventional lemonades. Instead, the range adopts a more elevated and lifestyle-oriented appearance, reflecting the product’s role as a stylish, alcohol-free alternative for modern consumers. The design captures a balance between refreshment and ritual, helping to define a new category space between soft drinks and aperitif-inspired beverages.

The range was introduced in two variants – Mojito Style and Bitter Orange – each intended to evoke a familiar aperitif mood while maintaining a fresh and approachable identity. MILK translated these flavour profiles into a packaging concept that feels light, expressive and contemporary, supporting the brand’s move into a more design-conscious and culturally relevant segment.

A key part of the concept is the 0.44-litre bottle format, which reinforces the product’s premium-yet-accessible positioning. Its proportions suggest a more elevated drinking experience while remaining practical, resealable and suited to both individual enjoyment and sharing. Through this format and visual identity, MILK helped shape FIZZZ as more than a new product launch – positioning it as a reflection of shifting consumer habits and the growing demand for sophisticated alcohol-free choices.

With Vöslauer FIZZZ, MILK created a packaging design that brings aperitif-inspired refreshment into a new visual territory: playful yet refined, contemporary yet accessible, and aligned with a generation redefining what modern indulgence looks like.