Overview
SANS is a curated, ticketed community event dedicated to the exploration and experimentation of craft non-alcoholic cocktails. Held in Brooklyn, the intimate gathering brought together 40 guests for an evening centered on four original zero-proof cocktails, featuring unique flavor profiles inspired by the bartender’s Chinese heritage.
Backed by a high-impact, one-month promotional campaign, the project required a fast-paced, social-first visual strategy that could drive ticket sales, build local hype, and establish a welcoming, community-centric atmosphere.
Logo and Brand Identity
The visual identity for SANS underwent a deliberate evolution to balance conceptual depth with casual community vibes. Initial design concepts leaned heavily into the "non-alcoholic" theme, experimenting with literal negative space and illustrations to represent the absence of alcohol. However, collaboration with the event host sparked a shift toward a more minimalist, organic direction.
The final logo design features a fluid, organic typeface that sets a relaxed, approachable tone for the event. By breaking the letterforms into a non-linear arrangement, the typography mirrors the experimental nature of the menu.
This is paired with abstract circular shapes that serve a dual purpose: visually mimicking the casual stain of cup rings while symbolically representing the gathering of a community. To ensure the brand cut through the noise during its one-month digital promotion, the palette anchors on a punchy, electric cobalt blue intended to instantly jump out on crowded social media feeds.
Promotional Graphics
Menus
Event Gallery
