de Soi made not-drinking feel elegant.

de Soi is a lesson in elevating an emerging category with design. Launched in 2022 by Katy Perry and master distiller Morgan McLachlan — who met while both pregnant and craving an elevated non-alcoholic ritual — it makes non-alcoholic sparkling aperitifs with adaptogens and botanicals (flavours like Golden Hour, Champignon Dreams and Purple Lune). The name is French for “of oneself.”

The design is its differentiator. Rather than the clinical look of most non-alcoholic drinks, de Soi is dreamy, artful and design-forward — soft pastels with jewel-tone accents, whimsical celestial-botanical illustration, and an elegant wordmark. Created by art director Gabrielle Yakobson, it looks like a grown-up apéritif, under the line “pleasure with restraint.”

(Honest notes: de Soi is a private, still-emerging brand (a $4 million seed and ~$13 million total raised; CEO Scout Brisson runs it; Perry and McLachlan remain founders), growing across major retailers. Its adaptogen “functional” benefits are wellness marketing, not established clinical fact. No official brand hex is published.)

de Soi lives in dreamy pastels and jewel tones. Click a swatch to copy the hex.

de Soi’s identity is dreamy, artful and elegant — a blush, a lavender, a gold, a plum, and a cream. The palette pairs soft pastels with jewel-tone and gilded accents, colour-coded per flavour (a purple for Purple Lune, warm gold for Golden Hour). It signals a sophisticated, grown-up non-alcoholic ritual rather than a clinical “functional” drink. The honest caveat: with no published brand hex, these tones are an original, unofficial interpretation, not first-party values.

The lesson is beauty elevates an emerging category. de Soi’s world is a dreamy, botanical apéritif hour. For designers, it is a reminder that a beautiful, artful palette (pastels plus jewel tones and gilding) can make a new category (non-alcoholic drinks) feel aspirational and grown-up rather than compromised. The takeaways: design against the category cliché (clinical → dreamy); use jewel accents and per-flavour colour; and treat any single hex as unofficial — using a deep plum for small text so the pastels stay dreamy.

The wordmark spirit is an elegant serif — dreamy and refined.

de Soi’s identity carries a dreamy, refined, elegant spirit — a graceful wordmark over whimsical botanical artwork. An elegant high-contrast serif captures the mood: it is sophisticated and artful, the register of a grown-up apéritif rather than a wellness shot. Set against dreamy pastels and jewel tones, the serif feels refined and beautiful — exactly the elevated non-alcoholic personality de Soi carries. It is elegant rather than clinical, mirroring art-directed, celestial-botanical packaging. (de Soi’s real wordmark and artwork — by art director Gabrielle Yakobson — are trademarks and trade dress we describe but do not reproduce, and the exact typeface is not ours to assert.) Because the specific mark is not ours to use, the honest description is “an elegant serif spirit,” not the de Soi logo. The type behaves like the brand: dreamy, refined and elegant.

de Soi stands for pleasure with restraint.

de Soi is a lesson in design giving a category dignity. Non-alcoholic drinks had often looked apologetic or clinical; de Soi made one that looks beautiful, grown-up and desirable — dreamy pastels, jewel tones, botanical artwork — so choosing not to drink feels like a pleasure, not a sacrifice. The design reframes the whole occasion. The differentiator is artful, elevated design in an emerging category.

For designers and brand-builders, de Soi offers a clear takeaway: beauty can legitimise a new category. The lessons: design against the category’s apologetic cliché; make the packaging genuinely artful and grown-up; and use per-flavour colour and elegant type to feel like a real apéritif. It is also a reminder to stay accurate and fair: de Soi is an emerging, private brand, and its adaptogen benefits are wellness marketing rather than proven fact — with the palette here an unofficial interpretation. de Soi made non-alc beautiful — proof that design can be the difference.

Keep de Soi’s identity on hand — save it to a board in the Made Good inspiration library.