Úplná Nula

Project Overview

Úplná Nula is a Czech-based retailer specializing in high-quality non-alcoholic beverages, including spirits, wines, and beers. In a market where non-alcoholic options are limited and often low quality, Úplná Nula set out to curate the best-tasting alcohol-free alternatives and make them easily accessible.

Their mission?
"0% Alkohol, 100% Chuť."
They want people to enjoy social moments without compromising on flavor or suffering the next-day effects of drinking.

🔹 My Role: Brand & Logo Designer
🔹 Scope: Logo Design, Brand Identity
🔹 Challenge: Create a brand identity that is elegant, distinctly Czech, and inviting

Problem Statement

Despite the growing trend of mindful drinking, the Czech Republic lacked a dedicated, easy-to-access platform for high-quality non-alcoholic beverages. Many available options were mediocre, and there was no established brand catering specifically to people looking for premium alcohol-free alternatives.

Úplná Nula needed a strong visual identity to position itself as the go-to place for non-alcoholic drinks—whether for a night out, a dinner party, or simply enjoying great flavors without the hangover.

Design Process

Art Nouveau Inspiration

Since Úplná Nula is based in the Czech Republic, the founders wanted the branding to pay homage to Czech artistic heritage.
We took inspiration from Alphonse Mucha, a key figure in the Art Nouveau movement, known for his elegant, flowing designs.

Typography Choices

To balance historical elegance with modern readability, I curated a three-font system:

1. Hadley (Display Font) – Inspired by a 1920s lettering book, this Art Nouveau typeface is used for display purposes, adding a strong decorative element to the brand.
2. Effloresce (Serif Font) – An elegant, slightly organic serif that enhances the Art Nouveau feel while remaining modern and refined.
3. Source Sans 3 (Body Font) – Chosen to balance the serif and display fonts, ensuring readability and cohesiveness across brand materials.

Color Palette & Visual Choices

The color palette was carefully selected from an Alphonse Mucha painting, ensuring the brand felt authentically Czech. Instead of using pure black and white, I opted for off-white and cream tones, inspired by aged lace and vintage textiles, to give it warmth and timelessness.

Challenges & Solutions

1. Balancing Art Deco vs. Art Nouveau

Initially, the client was torn between two very different directions: Art Deco (geometric, structured, modern) and Art Nouveau (flowing, organic, ornate).
I explored both styles, presenting different design approaches, and in the end, Art Nouveau felt like the perfect fit—elegant, sophisticated, and in harmony with Czech culture.

2. Multilingual Font Limitations

As this was my first paying client, I quickly learned a valuable lesson—always check font compatibility for different languages! The original typeface I chose did not support Czech diacritics, so I had to modify the font to accommodate Czech lettering. This process helped me develop a new technical skill and refine my workflow.

Final Outcome

✔ A distinct Art Nouveau-inspired badge logo that feels elegant and premium
✔ A warm, sophisticated color palette rooted in Czech artistic history
✔ A carefully chosen typography system balancing historical elegance with readability

This branding sets Úplná Nula apart as a trusted, high-quality destination for non-alcoholic beverages in the Czech Republic.

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