The site is live, the cans are ready, and now all eyes are on the fridge shelves of the Central Belt in Scotland, waiting for that first glimpse of immaculate®, chilled and perfectly placed.

For us at Equator, this wasn’t just another project. It was a creative and strategic relationship that’s lasted years, spanned product pivots, production pauses and a global pandemic and grown into something with real purpose and serious potential.

It started just before lockdown, when we were introduced to founder Lynne Cadenhead and her team. They had a clear vision, an alcohol-free G&T that could deliver the full experience flavour, serve and satisfaction without the after-effects. They weren’t just chasing a trend, they were responding to a genuine shift in behaviour, with a growing number of people rethinking their relationship with alcohol and looking for better choices.

Naming, belief and the right first impression

Naming came quickly, ‘Immaculate’ landed early and held strong,  confident, irreverent and full of intent. It captured the purity of the product, the mindset behind it and gave us space to build something distinctive.

Visually, we explored two routes – one character based, the other much more zesty and expressive. We tested both with a cross-section of target consumers, across genders, age ranges and social settings and the results were clear. People were drawn to the boldness and flavour of the brighter direction. The zesty splashes of citrus colour made it look like it belonged in the fridge next to the real thing. That sense of immediacy and freshness mattered.

So, we locked the direction, prepped for glass bottles, and got ready to launch.

And then, COVID changed everything.

Adapting with purpose

With supply chains blocked and bottling costs rising, we paused. But when the time came to restart, the idea had grown and so had the purpose behind it.

The brand had never been just about a clean drink. It was about a cleaner mindset and that had become even more relevant. Lynne had doubled down on the ‘why’ behind the product, building partnerships with charities aligned to their values. This wasn’t window dressing. It was part of the business model - practical, ongoing support for organisations focused on care, recovery, equality and the environment.

That gave us the confidence to rework the identity for cans and reframe the launch around something much bigger – not just a better G&T, but a drink that could stand for progress, in both product and behaviour.

Rebuilding for can, refining for market

Moving from glass to cans meant letting go of the transparent product reveal, but it also opened up new design possibilities. We built on the zesty splash language, expanding it across a matte white base to deliver full-surface impact. It made the product feel premium and gave it the clarity it needed to stand out in a crowded fridge.

Typography was refined too - clean, simple, lowercase. ‘Classic G&T’ sits just below the immaculate® mark, with 0.0% ABV clearly signposted. We tested multiple production finishes, gloss, metallics, spot varnish, to make sure the final can had the right mix of standout, durability and tactility.

When the test cans arrived, we knew it worked – it looked sharp, it felt substantial and it poured with purpose. The taste backed it all up, crisp, balanced, convincingly close to a traditional G&T, but with no alcohol, fewer calories and zero compromise.

Positioning: Pure Indulgence

From product to platform, we’ve helped shape immaculate’s positioning around a central idea  ‘Pure Indulgence’. It’s confident but never elitist, indulgent without the baggage. Immaculate® G&T is a premium, zesty, 100% alcohol-free distillate drink. A classic blend of fragrant botanicals, layered with citrus and lifted by sparkling Scottish tonic. Low in calories, wholly natural, and proudly free from alcohol. Pure refreshment. Pure enjoyment. Pure Indulgence.

This isn’t about cutting back, it’s about choosing better. A brand that invites people to reset the ritual, without missing out on flavour, occasion or social connection. Cleaner taste. Clearer mind. Kinder choice.

Brand in motion

We built a fully functioning site that does more than just sell a drink. It tells the full story – from the mission and values to the partnerships and product details. Designed to scale with the business, the site will evolve from a brand hub into a full e-commerce platform.

But strong visuals and a good website aren’t enough on their own. To break through in a fast-moving, crowded space, you need to land in the right hands, on the right feeds, at the right time.

That’s why we worked closely with the Equator marketing team to build out a launch plan that covered audience modelling, channel planning, and influencer strategy. From owned content and ambassador partnerships to paid social frameworks and retail support, we helped the founders define who they were targeting, what messages would cut through, and where the most valuable conversations would happen.

With a clear tone of voice and a creative framework in place, immaculate® is more than ready to earn its spot in the market – not just as another alcohol-free option, but as a first choice for a growing audience with different priorities.

Five tips for drinks startups that actually work

1. Know your customer, not just demographically, but emotionally.

Where do they drink, why do they drink and what matters to them when they choose something new? Get under the surface – and speak to them like real people, not segments.

2. Define what success looks like early and share it.

Whether it’s number of listings, sell-through rate, social engagement or repeat purchase, your agency, your investors and your team all need to be working towards the same outcome.

3. Purpose isn’t a campaign, it’s a commitment.

If your product has values, prove it. Pick partners you believe in and show how they’re woven into the business. Don’t perform it, live it.

4. Design is part of the product.

If the pack doesn’t grab attention, it won’t get picked up. If the tone feels flat, it won’t get remembered. Your brand is part of the experience, don’t treat it as secondary.

5. Test everything properly.

Use both quant (surveys, polls, social listening) and qual (interviews, workshops, live feedback). Test naming, tone, visual language and product fit. Be ready to kill your darlings, because small changes can make a huge difference in performance.