Roku Gin

How does Roku Gin, a Japanese craft gin from Suntory Global Spirits, appeal to the sober generation?

With a new product: Roku Third Face, a non-alcoholic botanical spirit aimed at those who strive to stay true to themselves and balance their inward and outward identities.

This campaign was created for the 2025 D&AD New Blood Awards brief set by Suntory Global Spirits to reimagine one of their alcohol brands as a non-alcoholic offering.

The Philosophy

Third Face is inspired by the Japanese philosophy of Three Faces: one we show the world, one we show close friends and family, and the third we keep hidden. Our third face represents our truest self, the vulnerable soul staring back in the mirror. Like the seasons, each face serves a purpose. We are, in essence, nature’s reflection.

Branding

To bring Third Face to life, we created a sleek visual identity that blends Japanese art influences with elegant, expressive linework—honoring Roku’s legacy while revealing a more introspective side.

We intentionally preserved elements of the original Roku branding, as a nod to our core campaign message: embracing who we are beneath the surface.

A washi paper label adds tactile richness, and a refined logo merges Roku’s iconic form with Third Face’s layered philosophy.

Third Face will appear in busy urban areas where Gen Z frequents. We’ll capture attention with introspective headlines urging viewers to reflect on their true self.

OOH

A series of Third Face nonalcoholic mocktails will be created with displays set up in-store so customers can create the drinks for themselves.

Three Faces, Three Mocktails

Swag

Third Face merchandise—a keychain and pocket mirror—will be given as promotional party favors, and made available for general purchase.

A Night of a Thousand Faces

Roku will unleash its Third Face at an extravagant drag show and garden party, where influencers and AAPI artists will be invited to celebrate a night of shedding their masks. They’ll receive elegant sealed invitations to open on social media and bring awareness to the new product. Signature Third Face mocktails will also be available for attendees to experience the taste of the seasons and let their authenticity bloom.