Úplná Nula.

Úplná Nula is a non-alcoholic wine and spirits reseller built on a clear promise: 100% taste, 0% alcohol. The challenge was to create an identity that felt as considered and expressive as traditional wine brands, while still signaling something new.

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I developed the identity around Czech Art Nouveau influence, grounding the brand in local visual culture while keeping it accessible and modern.

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Brand strategy
• Defined a positioning that emphasizes taste, quality, and legitimacy without relying on alcohol
• Drew from Czech visual heritage to create familiarity and cultural relevance
• Focused on building trust and recognition in a category still seen as alternative
• Balanced elegance with approachability to avoid feeling niche or exclusionary

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Logo and identity system
• Designed an oval, percentage-based logo inspired by traditional labeling and certification marks
• Used the percentage symbol as a core brand device to reinforce the 0% concept
• Created a distinctive visual marker that remains recognizable across all touchpoints
• Built consistency through a repeatable and scalable identity structure

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Typography and visual language
• Selected a rare 1920s Hadley display typeface sourced from archival calligraphy references
• Paired it with a more legible supporting typeface to maintain clarity and usability
• Balanced expressive character with functional readability
• Established a typographic hierarchy to support packaging, signage, and digital use

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Outcome
• Created a culturally grounded identity that stands apart from generic alcohol-free branding
• Established a recognizable visual system anchored in the percentage-based logo
• Positioned the brand to feel legitimate, expressive, and memorable within its category
• Built a scalable identity foundation for packaging, retail, and future expansion

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