Ambijus is a non-alcoholic drink that aims to define a new category of an alternative to wine that gives people a bigger selection and an experience that doesn’t compromise on flavour and pleasure.

We aimed to bridge the gap between those who don’t drink alcohol and those who are into discovering new flavours. We wanted to explore the NOLO category in a novel way, creating an intriguing look that takes away the focus of not drinking alcohol, while also offering a complex flavour experience.

We started by defining the strategy and creating an identity that embraced the undefinable aspect of this new drink — its complex flavours. Ambijus’ innovative exploration through fermentation creates flavours that are intertwined, and indistinguishable from one another — opening up for different interpretations. Fermentation invigorates and focuses the flavour in an unbelievable way.

When tasting something you haven’t tasted before, all your senses are involved and awakening memories. Our concept wanted to acknowledge both the emotional and the chemical side of flavour. Illustrations play an important role in creating the universe of Ambijus and offers an evocative visualisation of the flavours. Both illustration styles reinforce Ambijus’ innovative philosophy and positioning, communicating that these products are something new, with an experimental and playful approach to ingredients and process.

For the naming, we created a new word that unapologetically captures the ambiguity of this new product. Being ambiguous is being open to more than one interpretation; not having just one obvious meaning.
It’s also something that is in constant flux, fluid, moving, and shifting. The word “jus” is typically used in describing natural wines and suggests something juicy and delicious. The combination became “Ambijus”.
The product names; Act Naturally, Clearly Confused and Real Fantasy are oxymorons, a figure of speech where contradictory terms appear in conjunction.