GUILTY

Our challenge was to preserve the playful, youthful energy commonly found in Korean hangover brands while creating a more culturally relevant experience for Spanish consumers. Rather than framing recovery as a consequence of excess, we positioned GUILTY around a new relationship with drinking culture, where enjoyment and well-being can coexist. Through bold burgundy tones, expressive messaging, and a rebellious visual language, GUILTY transforms the feeling of "guilt" into a celebration of balance. Beyond the brand identity, we developed a distribution strategy designed to maximize accessibility and adoption. Rather than positioning GUILTY as a niche wellness product, we identified convenience as a key driver of growth. The product was strategically placed within high-frequency proximity retail channels, with a focus on checkout-area visibility to encourage impulse purchases at moments when the product would feel most relevant. To support long-term expansion, we also identified additional distribution opportunities across Asian grocery retailers, health-focused stores, and specialty beverage outlets. This multi-channel approach allowed the brand to bridge two growing consumer trends, functional wellness and modern nightlife culture.