Mock & Proper (Coalition Technologies Job Application Project)

Mock & Proper – Alcohol-Free Wine Brand Concept
Impeccably Improper

Mock & Proper is an alcohol-free wine brand created for people who want the taste, ritual, and style of wine—without the alcohol. The idea was to give it the elegance of a premium wine label, but with a playful edge that fits its slogan, “Impeccably Improper.”

I designed the visual identity to feel timeless yet modern, pairing refined typography with a rich, contemporary color palette. The packaging concept elevates alcohol-free wine to sit confidently alongside its alcoholic counterparts, while still feeling approachable. Marketing materials and messaging carry the same balance—sophisticated, but never too serious.

This project was about proving that “non-alcoholic” doesn’t have to mean “less than,” and that a little irreverence can make sophistication even more appealing.