Geist*Studio has partnered with emerging low-alc RTD brand CLUB MERA to develop its strategic positioning and full visual identity ahead of launch.

As the low-and-no alc category continues to expand, much of the visual landscape remains anchored in wellness minimalism or conventional drinks branding. CLUB MERA sought to establish a new territory rooted in fashion heritage and contemporary creative culture rather than traditional beverage codes.

The ambition was clear: reposition low-alcohol not as a compromise, but as a considered and socially elevated choice.

Geist*Studio led the development of the brand’s core positioning and messaging framework, creating a foundation designed to scale as the brand grows.

“From the outset, we saw an opportunity to shift the narrative around low-alc from reduction to intention,” says Mat Moses, Creative Director and Studio Partner at Geist*Studio. “The goal was to build a brand that felt culturally embedded rather than category-defined, something that could sit confidently within fashion and creative spaces while remaining commercially attuned.”

The strategic direction centred on grounding the brand in fashion-informed credibility while aligning it with the pace and rhythm of contemporary culture. Rather than signalling moderation through absence, the identity signals intention through design clarity and considered expression.

This thinking informed a cohesive verbal and visual system designed to sit naturally within fashion-adjacent spaces, from editorial environments to social settings.

“Geist has always been drawn to projects that reflect wider cultural shifts,” says Josh Gutteridge, Founder of Geist*Studio. “The growth of the sober-curious movement is a clear example of that. With CLUB MERA we saw an opportunity to help shape a brand that gives this community the same level of quality, craft and cultural relevance that the drinks industry has traditionally reserved for alcohol-led brands.”

The resulting identity balances heritage and modernity. A distinctive wordmark and typographic system draw subtle influence from archival fashion references, while a confident colour palette and refined layout principles introduce clarity and energy.

Every element was designed to move beyond category tropes, ensuring CLUB MERA culturally fluent rather than product-led.

The system extends across packaging, digital and launch communications, establishing a scalable and adaptable foundation for future growth.

“This is more than a product launch,” adds Errin Mackness, Co-Founder of CLUB MERA. "Alongside Geist, we’re building a brand with cultural relevance from day one. We’re not just entering the drinks category,  we’re entering culture. From the way it looks and tastes to the way it’s served and shared, CLUB MERA is designed to live at the intersection of design, hospitality and modern ritual. We’re here to redefine what a drink means for this and the next generation. The future is CLUB MERA.”

By uniting strategic clarity with expressive execution, Geist*Studio has shaped a brand designed to redefine expectations within the low-alc RTD space, positioning CLUB MERA not simply as a product, but as a cultural proposition ready to scale.