Leo Design uses blurred numbers to chart a six-day path to Dry January

The hero of every can in the Holiday Detox Pack is a single numeral, and the numeral changes character as the alcohol drops. The ‘5’ on the Strong Stout is sprayed soft and smoky, dissolving at its edges. By the Hazy Pale Ale at 2.0%, the ‘2’ has tightened into a recognisable form with only a faint halo around it. On the final can, the ‘0’ sits razor-sharp on white. Developed by Leo Design in partnership with Lake of Bays Brewing Co., the pack uses that progression as its core idea: six cans, six days, each numeral acting as a snapshot of how the head feels at a given alcohol percentage. The Toronto-based studio set out to create a holiday gift for its clients and employees, then built the concept around a small behavioural insight about January resolutions. Going from heavy festive drinking to nothing in a single day rarely sticks, so the pack offers a six-day on-ramp from Christmas to New Year’s Eve, dropping one alcohol point per day: 5.0% Strong Stout, 4.0% Light Lager, 3.0% Juicy IPA, 2.0% Hazy Pale Ale, 1.0% Light IPA and 0.5% Pale Ale Non-Alcoholic. The product name, the Holiday Detox Pack, signals the proposition before any of the cans are opened. “One of the most popular New Year’s resolutions is Dry January, so we wanted to offer something that helped the transition feel gradual, achievable and enjoyable,” explains Marcelo Hong, Senior Design Director at Leo Design. “That led us to call it The Holiday Detox Pack, nodding to the seasonality and benefit you get from our six-pack.”