0.0 is no longer an alternative.

It’s a choice.

With Martin Miller’s ZERØ, we wanted to go beyond simply creating an alcohol-free version. The idea was to build a proposition that could become part of a new way of socialising and enjoying the moment. A community that shares style, conversation and attitude, with or without alcohol.

A new social gesture. A new Club with a growing following.

The challenge was clear: remove the alcohol without removing Martin Miller’s.

The product retains its aromas, the purity of Icelandic water and all the distinctive codes that make the brand instantly recognisable. Because 0.0 should never feel like a lesser version, but simply another way to enjoy the same experience.
Nothing more. Nothing less. Martin Miller’s.

The extension of the range also gave us the opportunity to revisit some of the brand’s graphic elements. A first evolution of its visual universe, updating and refining its codes without losing what makes it recognisable.

Because evolving a brand doesn’t always mean changing it.

Sometimes it means knowing exactly what not to touch.