Morrow

"Sober Curious" is a growing cultural movement among Gen-Z, defined by a conscious shift towards reduced or no alcohol consumption. As the trend gained traction, many alcohol brands responded by introducing non-alcoholic alternatives, but I wanted to explore a different angle. Rather than removing alcohol from the equation, could there be a smarter solution to the hangover that follows? Despite sharing similarly strong drinking cultures, hangover relief products are far less embedded in the UK than in Korean society. Recognizing that gap as an opportunity, I came up with a solution of a sweet jelly stick designed to be taken before or during a night out: a format that feels social, shareable, and in step with how Gen-Z approaches experience-driven consumption.