Reformed Characters redefines alcohol-free with bold design, strong personality, and zero compromise. A fresh, disruptive brand from Greatergood.

The no-and-low drinks aisle has officially met its match, and she’s bold, shiny, and a little bit reformed. The team at Greatergood® Brands just dropped Reformed Characters, an alcohol-free brand that refuses to behave like the rest of the sober-curious shelf. No beige minimalism, no “hydration but make it humble,” no quiet wellness vibes. This one shows up to the party fully dressed and demanding aux-cord privileges. And honestly? We’re here for it.

All Character, Zero Compromise

Reformed Characters is designed for the people who are the party, just not tonight. You know the type: first on the dance floor, last to leave, the friend who doesn’t need tequila to make questionable (but iconic) decisions. Greatergood clocked that insight and built an entire brand around it.

The name Reformed Characters plays on themes of reinvention with a wink. It’s sober but not serious.

“Unapologetically Alcohol Free.”

“All Character, No Compromise.”

A Visual Identity With… Character (Literally)

In a category drowning in neutral tones, botanical illustrations, and quiet wellness whispers, Reformed Characters does the opposite.

Each can is a little metallic moment, bold, patterned, and unapologetically extroverted:

• The Herbaceous Character
   
• The Dark & Decadent Character
   
• The Bittersweet Character
   

Think of them as personality archetypes, except instead of working through their issues in therapy, they’re sitting in your fridge sparkling with chaotic good energy. It’s packaging that says: “Sure, I’m sober. But I’m still fun at brunch.”

Beyond Branding

Greatergood didn’t just design the cans. They built the entire brand from the ground up. That includes naming, strategy, brand identity, packaging, recipe development, the DTC launch, and retailer pitching. In other words, they played the full “we can do it all” card and retailers noticed. Reformed Characters is already drawing interest from major grocers, drinks buyers, and international distributors. Category innovation with shelf swagger? Consider the aisle officially disrupted.

Why Abduzeedo Readers Should Care

Because this is a masterclass in how not to play it safe in a saturated category. It’s a strategic insight turned into a strong brand personality, a visual language that breaks category tropes, and a bold packaging move that genuinely earns attention. This is what happens when you design for the vibe, not the category. And honestly, it’s refreshing to see a booze-free brand that looks like it wants to start trouble, not meditate about it. Ha. Shop Reformed Characters here.