This project explores the development of a branding concept for a non alcoholic Swiss beer, built on a cultural and behavioral insight. Switzerland is strongly associated with precision and punctuality, where time is something to be respected and controlled. I wanted to contrast this with drinking culture, where alcohol often disrupts the sense of time and leads to forgotten moments.

This idea led to the choice of 00:48 as a symbolic time. It represents a moment in the night when many people who drink may experience memory gaps or blackouts. By focusing on this exact time, the concept highlights a clear difference. While alcoholic drinks can make you forget what happened at 00:48, a 0.0 percent beer ensures that you remember it.

The branding connects Swiss punctuality with the reality of nightlife, turning time into something to preserve rather than lose. It positions the beer as a way to fully experience the night and stay in control of every moment.