A plant-based recovery shot brand built for people who go all in — bold packaging, a fearless campaign, and a visual identity that owns the night.
NotCo — the plant-based food innovation company — was launching its boldest product yet: a line of functional recovery shots designed for people who live hard and recover smart.
The challenge was to build a campaign identity capable of owning nightlife culture without moralizing it. One that celebrated the night rather than apologizing for it — and positioned a wellness product as the ultimate party companion.
The result was A Shot Decision For A Long Night — a campaign as irreverent, colorful, and unapologetic as the people it was made for.
Visual identity, color system, typography, and campaign applications across the full brand spectrum.
The campaign was built on a bold philosophical inversion: the shot you take before, during, or after the party is the smartest decision of the night. Not the safe choice — the informed one.
Three distinct character universes — a zombie Back From The Dead, a Vegas showgirl Stayed In Vegas, and a cosmic astronaut Headache Shield — gave each SKU a narrative identity that lives beyond the bottle and onto posters, billboards, and social feeds.
Color, energy, and illustration style were dialed to maximum. The visual system needed to compete with the chaos of the night itself — and win.
Drag to explore — continuous campaign gallery
