Designing SOBER: A Packaging System Built on Confidence, Not Compromise
Packaging designed and conceptualised by Yash Bhatnagar, founder of Artboard Studio. When a brand exists to serve people who feel out of place at the bar, the worst thing its packaging can do is apologize for itself. The SOBER can range — Cola & Vanilla, Cranberry, Lemon Lime, and Unflavoured — avoids that trap entirely. Instead of soft pastels and wellness-aisle whispering, it borrows the visual confidence of the very category it's positioned.
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