Reformed Characters – Unapologetically Alcohol-Free

At Greatergood® Brands we created Reformed Characters as our own agency-owned challenger brand: a premium range of alcohol-free botanical cocktails for “healthy hedonists” who want all the character, without the compromise.

We led every stage of the brand’s creation – from brand naming, strategy, and positioning to packaging design, retail strategy, and integrated marketing.

Inspired by cult sayings and meme culture, we built a confident, tongue-in-cheek identity that celebrates the real reasons people take a break from booze. The result is a bold, design-led brand with standout metallic cans and three unique SKUs – The Herbaceous Character, The Dark & Decadent Character, and The Bittersweet Character – redefining what it means to drink alcohol-free.