ven the best of us see bad days. There are bound to be failures on your way to success. No one has ever been successful without facing roadblocks on the way. However, our culture teaches us to celebrate our successes and forget failures. How many of us ever celebrate failure or bad days? Well, it is safe to assume that only a handful celebrate bad days.
PZ DC is a non-alcoholic drink that honors a bad day. The brand promotes the idea that it could be toxic to “suppress the dark side of life.” It is only by acknowledging and celebrating those dark days; we can truly let go of the bitter experience of failure.
“The brand name derives from abbreviated Russian very obscene word meaning an extremely bad situation.
The slogan Drain the Bitter Cup reflects the peculiar taste of the drink. Failures cannot be sweet.”
PZ DC partnered with Design Studio Baklazanas, a Vilnius-based creative agency, to celebrate bad days via the packaging designs. The packaging design celebrates the gloomy side of life but reminds us of the light at the end of the tunnel.
“The design represents the correlation between the dismayed state of mind and hopefulness — light at the end of the tunnel. The more upset we are, the farther away the light at the end of the tunnel seems to be.
All we need is to embrace our failures. We all need PZ DC. Special thanks to Vadim Bunkoff for art direction and inspiration.”