Roku 0% (REI)

Roku 0% (REI) by Suntory is fun, stylish, and rebellious. It rejects the positioning of alcohol alternatives as a replacement or compromise, with these products often being used as a guise to avoid judgement in drink settings. REI instead disrupts the negative perceptions of sobriety itself by embracing and celebrating it. Through a blend of modern yet timeless visuals and Japanese iconography, Roku 0% (REI) elevates the existing legacy of Roku to appeal to the Gen Z eye. Simply put, we made the concept of sobriety cool - and Roku 0% (REI) even cooler.