so.cu
Branding - Editorial
Student Project
the challenge
Develop a resource for people who have chosen a sober or sober curious lifestyle, that helps them explore the world in a way that is considerate of their choices without feeling preachy or prescriptive.
the solution
The SO.CU brand provides a space where soberness is the norm and community is built without the burden of alcohol. The brand launched with a city guide for Toronto, Canada that offers sober travellers a way to explore the city from a sober mindset. SO.CU is also a social media platform with the potential for growth to a multitude of other cities and the ability to expand the community worldwide.
the outcome
Inspired by the ruggedness of the 80’s punk scene and their dedication to living their lives the way they want, the SO.CU city guide and brand is edgy and raw giving a strength to both the brand and its community.
SO.CU is real people with real stories and we want to show that to you in the most authentic way we possibly can.
SO.CU is a lifestyle brand that aims to explore the world of soberness and sober curiosity from a community lens. The goal is not to let sobriety define our whole being but more to shine a light on the world in a way that that doesn’t glorify alcohol. There’s no judgment, though. SO.CU is a community that will take you in if you are sober for a fleeting moment, for a lifetime or even just lurking in curiosity.
SO.CU’s look and feel are inspired by a need to break out of the societal norm without alienating itself completely. SO.CU still follows some rules, but has made a commitment to also creating their own.
