Created in collaboration with Lake of Bays Brewing Co., this cleverly conceived six-pack was designed to ease drinkers into Dry January rather than force an abrupt reset after the festive season. Timed to bridge the gap between Christmas and New Year’s Day, the limited-edition pack featured six beers with progressively lower alcohol content, offering a gentler transition towards sobriety.

Developed by Leo Toronto, the packaging embraces a stripped-back, contemporary aesthetic that places the concept front and centre. Each can prominently displays its alcohol percentage through custom typography treatments that gradually sharpen from blurred to crystal clear, visually reflecting the increasing clarity associated with reducing alcohol intake. By the final can of a non-alcoholic beer, the numeral appears perfectly crisp. Distributed as a festive gift to agency clients, the project balances wit, restraint and smart visual storytelling in equal measure.