Social events can be a challenge when you don’t drink. Peer pressure is hard to avoid, and there's nothing more alienating than being the only one at a party without a can of beer in hand. Non-alcoholic beers already exist on the market, but they can be an issue for recovering alcoholics. Juices and sodas can feel childlike, while more "adult" drinks like sparkling water often lack both flavor and personality.

The goal of Designated Drink Co. is to create a beverage that has all the maturity, vibrancy, and style of modern drinks with none of the alcohol. Because of this, the design elements take inspiration from the creative packaging of craft beer companies with a unique spin to set the brand apart at a glance.