I created this mockup campaign for Mock & Proper, a non-alcoholic wine brand built around the idea of being impeccably improper. I aimed for a bold, playful, and slightly rebellious vibe. The bright colors and repeated typography make the message hit fast and stick, while the lifestyle imagery shows that you can still have fun, personality, and presence—without alcohol.

The logo leans into that contrast too. It feels “proper” at first glance, but the details (like the mustache and styling) give it attitude and humor. Overall, I made this to challenge the idea that non-alcoholic equals boring—and instead position it as confident, expressive, and unapologetically different.