Club Soft, Marseille’s first dedicated no and low alcohol shop, redefines sober curiosity as a vibrant, inclusive experience. Designed by Downstairs Design, the brand celebrates taste and social connection with playful typography, expressive icons and a sunlit palette, positioning sobriety as a confident, joyful cultural space rather than a compromise.
Marseille has welcomed a new kind of wine shop with the launch of Club Soft, the city’s first destination dedicated entirely to no and low alcohol beverages. From wines and beers to aperitifs, mocktails, gourmet drinks, fermented brews and sodas, the shop brings together the best of alcohol-free options under one roof, offering a fresh perspective on conviviality without compromise.
In a category often defined by absence, Club Soft seeks to reframe sobriety as an open, celebratory experience. The challenge was to build a brand that champions taste, pleasure and social connection without leaning on traditional alcohol cues. Downstairs Design, a full-service studio with more than 15 years of experience, crafted the identity to reflect this ethos.
The result is a vibrant visual system that mirrors the spirit of Marseille. Playful, slightly wonky serif typography and expressive icons lend character, while a warm, sunlit palette evokes the Mediterranean atmosphere. Together, these elements create a welcoming and confident brand that positions sobriety not as restraint, but as a joyful cultural space to be shared.
For Downstairs Design, the project embodies its philosophy of simple, fuss-free collaboration with brands it believes in. By helping Club Soft bring its vision to life, the studio has contributed to a growing movement that celebrates mindful drinking as part of contemporary social culture.
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