How does Roku Gin, a Japanese craft gin from Suntory, appeal to the sober generation? With a new product: Roku Third Face, a nonalcoholic botanical spirit aimed at those who strive to stay true to themselves, their essence, and their outward and inward identities.

The Japanese theory of Three Faces helps us understand the very facets of our being. The first face is the one you show to the world. The second is shown to close friends and family. And the third is never revealed to anyone, because it’s the true essence of your identity.

The Third Face branding draws inspiration from Japanese art and elegant linework while honoring the legacy of Roku Gin. A washi paper label adds texture while a thoughtful logo merges Roku’s hexagon and Third Face’s philosophy.

Third Face will appear in busy urban areas where Gen Z frequents. We’ll capture attention with introspective headlines urging viewers to reflect on their true self.

A series of Third Face nonalcoholic mocktails will be created with displays set up in-store so customers can create the drinks for themselves. 

Roku will unleash it’s Third Face at an extravagant drag show and garden party, where influencers and AAPI artists will be invited to celebrate a night of shedding their masks. They’ll receive elegant sealed invitations to open on social media and bring awareness to​​ the new product. Signature Third Face mocktails will also be available for attendees to experience the taste of the seasons and let their authenticity bloom.