1/10/26: Selected as one of just twelve studios worldwide for Make a Mark, independent brand design agency JDO has created HYVE, an ultra-luxury non-alcoholic spirit offering a bold new vision for a category in transformation.
Make a Mark is a global initiative created to push the boundaries of design innovation. Representing UK design on an international stage, JDO does exactly that with HYVE, turning its attention to one of the most dynamic shifts in drinking culture today.
People are no longer simply looking for non-alcoholic alternatives. They want new rituals, heightened experiences and products with the same craft, theatre and emotional pull as the world’s finest spirits. HYVE answers that desire with a concept created to shift perspectives, not sobriety.
Artistically blended with nootropics and wild-foraged rhododendron nectar, HYVE is imagined as a euphoric alcohol-free spirit inspired by the natural beauty, intricate precision and collective power of the beehive. The design turns this hive logic into high drama.
A golden bee clings to a suspended drop of amber. Light moves across the glass, splitting and multiplying what lies within. From one angle, a beehive. From another, a kaleidoscope. The closer you look, the more HYVE reveals.
That sense of discovery is engineered into a faceted double-wall bottle, tantalising the senses through the interplay of form, depth, light and refraction. Its outer surface is formed from hive-like hexagonal facets, each containing a uniquely designed concave lens that creates layers of optical complexity.
Suspended within is a smooth, droplet-shaped vessel evoking the purity of honey. As light shifts through the two layers of glass, the inner form is fractured, multiplied and transformed, producing a kaleidoscopic effect that changes with every perspective.
A three-dimensional golden bee clings to the inner vessel, creating a focal point within the multiple refractions. As light plays across the faceted walls, both the bee and the golden droplet appear fragmented and duplicated, bringing the hive buzzingly to life and adding to the bottle’s enigmatic sense of depth.
The label’s six connected hexagonal segments follow the bottle’s complex, multi-directional facets, combining velvet-touch material, honeycomb embossing, micro-embossed detailing, sculpted framing and gold foil typography. The result is a tactile expression of craftsmanship and luxury that rewards closer inspection.
The heavy, shard-like hardwood stand evokes the forests of the hive’s natural habitat. Raw yet refined, it creates the illusion that the glass is suspended in mid-air, playing with balance, gravity and expectation.
The bottle cannot stand alone. It has to live within its sculptural frame, turning the act of displaying and serving HYVE into a ritual. A deliberate luxury of inconvenience in a world where every edge has been smoothed away, it is an object that demands its place, and your attention.
“We were ecstatic to be selected for Make-A-Mark. It’s such a rare chance to push an idea somewhere truly unexpected,” comments Ben Oates, Co-Founder and Executive Creative Director at JDO. “With HYVE, we wanted to create belief through every detail. The light, the depth, the way the bottle reveals itself, the way it asks to be held and experienced. Every interaction draws you further into the world of the hive until you start to feel part of it. That’s the beauty of creativity, craft and true collaboration coming together. Even the most fantastical idea can become something real, tangible and worth believing.”
The HYVE prototype was unveiled at the Make a Mark event during LUXE PACK Monaco and is featured in the initiative’s showcase annual.
