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Úplná Nula
Úplná Nula is a curated shop for non-alcoholic drinks, built for people who want to feel good and drink well. Based in the Czech Republic—where alcohol is part of the culture—the founders wanted a brand that didn’t feel like a lecture or an apology. They wanted something with elegance, symbolism, and pride.
The brand is inspired by the work of Alfons Mucha and early 20th-century Czech aesthetics—art that celebrated beauty without shame. The challenge was to bring that spirit into a digital-first identity: warm, stylized, and modern enough for e-commerce, but aspirational enough to carry into a future retail space.
Brand Concept:
The name “Úplná Nula” means “Complete Zero”—a quiet reference to the zero-proof focus. But the brand doesn’t lean into minimalism. Instead, it’s rich with symbolism, drawing from Mucha’s visual language: natural forms, soft symmetry, and decorative strength. This isn’t about abstinence—it’s about agency.
The Challenge:
The biggest risk with non-alcoholic branding is falling into two traps: bland minimalism or over-explaining. Úplná Nula needed to avoid both. It had to feel premium and rooted in Czech design history—without becoming a pastiche or leaning on outdated symbols. The challenge was to create something visually rich but not busy, artistic but still shoppable.
What I Did:
Built a visual system inspired by Mucha’s composition, type treatments, and motifs
Designed a flexible logo suite that balances elegance with utility
Created a muted, earthy color palette that stands out in a space flooded with clean white brands
Developed packaging concepts and mockups for a future brick-and-mortar launch
Built a brand guide focused on digital use with long-term scalability for retail
