Three Hearts

BRIEF

Drinking culture is deeply ingrained in Aotearoa, often playing a central role in connection and celebration. As women in their 30s to 50s navigate life changes such as growing families and shifting bodies, their relationship with drinking often evolves too, choosing to drink less or not at all. This can reshape their social identity, leaving many feeling they must adapt themselves to alcohol-centred spaces. So this project asks how might an alcohol-free beverage brand empower women to reclaim social spaces by creating a drink that adapts to their identity and environment?

SOLUTION

This audience seek a sense of ritual, sophisticated style, and enjoyment traditionally reserved for alcoholic drinks. As the non alcoholic market rapidly expands, success depends on creating products with a distinct identity and cultural resonance.

Three Hearts is an invitation to belong. A spirit without alcohol, but full of ritual, beauty, and strength. The spirit guiding this brand is the Māori Octopus (te wheke). Living in the depths of Aotearoa's oceans, she can transform herself, changing colour entirely. She symbolises adaptability, transformation, and the quiet power of women navigating change. This metaphor extends through every touchpoint from bottle form and packaging to flavour narratives and campaign storytelling.

Distilled with native botanicals, each bottle captures complex flavour and a sense of connection to home. The brand acknowledges the influence of Māori culture through careful use of te reo Māori in the copy. The tone of voice mirrors the audience, using she/her pronouns for te wheke and poetic language to invite personal interpretation and emotional connection.