Lucky Saint: Redefining the alcohol-free category.

Times are changing. As cultural shifts and evolving consumer behaviours open up new opportunities, one area seeing rapid transformation is the growing acceptance of alcohol-free drinks. As people increasingly embrace healthier lifestyles, the demand for alcohol-free options has never been greater.

Lucky Saint is a response to this movement — an unapologetic alcohol-free beer that not only challenges conventions but rewrites the rules of the category.

Working closely with founder Luke Boase, we set out to create a brand that would redefine the alcohol-free beer category. Our aim was to combine modern sensibilities with the rich heritage of traditional brewing, crafting something truly original — a product that is both progressive and authentic, with a brand identity that resonates with today’s discerning drinkers.

We started by creating the name ‘Lucky Saint’. It’s a tribute to Luke's own journey to bring the brand to life, and to the idea of virtuous abstinence from alcohol.

At the heart of the identity is a bold, distinctive typeface and a rich blue brand colour — creating a visual language that’s both strong and punchy. This reflects Lucky Saint’s core message: a brand that does one thing exceptionally well.

To bring the Lucky Saint vision to life, world-renowned photographer Rankin was commissioned to create a series of striking, iconic images. The campaign features black-and-white photography of a saintly nun drinking Lucky Saint Unfiltered Lager, accompanied by wry, Bible-inspired lines. This playful juxtaposition subtly nods to the virtuousness of alcohol-free living, positioning Lucky Saint as both a modern and righteous choice.

Building on the ‘saintly’ theme, we developed a second series of Renaissance-inspired images. These feature hand models in classic poses, positioning the product at the heart of each composition, reinforcing the brand’s contemporary yet timeless appeal.