Sobr Market

The Brand

Sobr Market is a specialty retail store offering premium non-alcoholic beverages, from drinks that mimic alcoholic options to completely unique alternatives. Founded by owners with personal sobriety stories, they've established themselves in Winnipeg with recent expansion to Toronto.

The Challenge

Sobr Market was preparing for expansion, including franchise opportunities and larger market reach across Canada. But the brand lacked consistency in its messaging and tone. The visual identity was sleek and modern, but the voice didn’t always match—sometimes feeling too clinical or judgmental rather than warm and welcoming. If Sobr Market was going to scale successfully, it needed to refine its identity, ensure its messaging resonated across all platforms, and strengthen its position in the growing sober-curious market.

The Solution

I created a brand strategy that captured their unique personality - what they described as their "cool aunt energy" - warm, educational, and judgment-free. This included guidelines for talking about mindful drinking choices, product descriptions, and creating social experiences without alcohol.
The approach emphasized their authentic story while appealing to both health-conscious professionals and younger generations increasingly choosing alcohol-free options. By unifying messaging across all customer touchpoints, the strategy ensured every location would provide the same welcoming, premium experience.

The Impact

Clearer, more cohesive messaging across all platforms, making Sobr Market’s voice instantly recognizable and inviting.

Stronger engagement on social media by focusing on community-driven content rather than asking personal sobriety questions.

More refined website copy that balances sleek professionalism with the warmth of a trusted friend.

A stronger foundation for expansion, ensuring new franchise locations carry the same essence and energy as the flagship store.

Sobr Market is now set up for growth without losing the heart of what makes it special. The work done here ensures that whether someone is sober, sober-curious, or just looking for a great drink alternative, they know that Sobr Market is a place for them