Building The First Zero-Proof Functional Martini

Dry & Dirty set out to create the martini that didn’t yet exist: a non-alcoholic martini that looks, tastes, and feels indistinguishable from the real thing. LAV partnered with the founders to build the brand from concept to launch, crafting a premium identity designed to sit confidently alongside traditional spirits and cocktails.

We developed the positioning, visual identity, packaging, and storytelling from the ground up, drawing on a mid-century modern aesthetic that reflects the timeless sophistication of the classic martini. Gold accents, deep neutrals, and restrained typography were intentionally chosen to signal refinement and confidence rather than trend-driven design.

Beyond brand creation, LAV led the full go-to-market launch, including creative direction, photoshoot, website and e-commerce build, and integrated marketing across email, social, influencer, paid media, and events. The result is a cohesive brand experience that honors the ritual of the martini while redefining it for a new generation of drinkers.