ZEO was a new premium non-alcoholic drink launching in London bars. Make Believe was tasked with creating branded merchandise for ZEO that balanced promoting the brand while fitting in premium bars' styles. They designed randomly perforated steel coasters, serves, and trays that were all unique using high quality materials with subtle branding. This stood out amid the clutter while respecting venues' styles. The London pilot was so successful it led to a national and international rollout currently underway.

2. Case Study 3
ZEO | Beyond Alcohol
Make Believe was invited to create a range of premium in-bar
products for the London pilot of a new premium adult soft
drink, ZEO. The premium on-trade is a notoriously challenging
place to insert branded merchandise, so striking the balance
between the ZEO brand and a style welcome in London
premium bars was critical.
In taste tests, over 60% respondents said ZEO gave them a
sensation similar to that of drinking alcohol, with others
commenting how it tasted differently with different food
pairings. Some said no two ZEO experiences were the same.
So our pieces for a soft drink reflected characteristics of an
alcoholic one. Randomly overlaid perforated steel meant no
two coasters, serves or trays were identical. The use of high
quality materials, but with muted branding, ensured they stood
out in the cluttered on-trade environment, whilst being
acceptable to style-conscious venues. On-trades sales in the
London pilot were so successful that it spawned a national and
international roll-out, which is currently underway.