Saga V | Reimagining Social Drinking Through Myth and Design
Colorful Saga V bottles and tarot themed flavors.
“Saga V embraces artistry, ritual, and storytelling, positioning itself as a cultural challenger with depth, mystery, and inclusivity.”
Competitive audit of the saturated mocktail market.
The First Card | Breaking Through a Crowded Deck
The mocktail category is crowded with competitors that emphasize wellness, minimalism, or functional health benefits. Our challenge was to design something different: a brand that reimagined social drinking culture through ritual, artistry, and storytelling. Instead of competing on simplicity, we built Saga V around depth, mystery, and cultural richness, making the brand both aspirational and inclusive.
The three concepts combined to create Saga V and the collaged moodboard used to refine the tarot theme.
The Vision | A Tarot-Inspired Challenger
From the beginning, we positioned Saga V as a cultural challenger. Through contextual research and moodboarding, we explored multiple directions before merging three key concepts: Chalice (ritual), Folklore (storytelling), and Five Tastes (flavor). This combination set the foundation for a brand identity rooted in myth and narrative. Each flavor was expressed through tarot-inspired archetypes and character-driven designs, giving the brand personality, collectability, and space for future campaigns.
Wireframe of process used to create the branding system.
The Ritual | Designing the Brand System
Our process went far beyond visual design. We built a holistic brand system that included naming, logo development, visual guidelines, storytelling assets, and packaging considerations. To align across fourteen creatives, we used tools like Slack, Notion, and Google Slides, holding daily standups and iterative sprints. This agile approach let us pivot quickly when feedback shifted the direction. One key learning was that Gen Z and Millennials value aesthetic experiences as much as taste, so we designed a system that felt sophisticated yet approachable—an inclusive alternative to alcohol without losing the excitement of ritualized drinking.
Highlights of my creative and strategic contributions to the Saga V project.
My Card | Strategy, Structure, and Storytelling
My role bridged both strategy and creative execution. I guided naming and concept ideation, developed the brand pyramid to clarify positioning, and laid the groundwork for version two of the brand guidelines. I also contributed to copywriting, market strategy, tarot-inspired frame illustrations, mockups, and speaker notes for the final presentation. In essence, my focus was on balancing structure with storytelling—ensuring every creative decision aligned with clear strategic goals.
Version 1 and version 2 of the brand guidelines
The Twist | Designing Through Uncertainty
One of our biggest challenges was working in parallel sub-teams without all the information needed to move forward. Feedback often required us to pivot, sometimes reshaping entire deliverables. Rather than restarting, we layered revisions into each new draft, which taught us adaptability and resilience. For example, our first brand guidelines were scattered in typography and color, but through critique we reshaped them into a cohesive, premium identity. Similarly, we refined our art deco and gothic-inspired aesthetic until it unified each team member’s contributions.
The fully realized Saga V brand.
The Outcome | A Bold and Aspirational Brand
The result was a fully realized conceptual brand that challenges how non-alcoholic drinks are marketed. Saga V invites consumers into a world of myth, ritual, and artistry—proving that a mocktail can feel as sophisticated and culturally resonant as traditional spirits. The brand system we delivered included refined naming, logo and typography, tarot archetypes, packaging mockups, and cohesive guidelines. More than an end product, the project reflected our ability to adapt, collaborate, and turn obstacles into opportunities. The final outcome laid a strong foundation for future expansion into campaigns and collectible packaging, positioning Saga V as a category challenger and cultural storyteller.
