Alani Nu · No Brainer
Concept Pitch · Case Study
Portfolio · Garrison Bullock
2023
Unsolicited concept pitch Research-led

A nootropic line for Alani Nu. For a brand built on energy, entering the calm-energy aisle is, well, a no brainer.

The can hero: a slim orange-and-cream checkered can floating over a mathematically perfect checkerboard backdrop.
Can hero
02 — At a glance

At a glance

Project
Unsolicited art-direction pitch: a nootropic beverage line for Alani Nu
Concept
"Alani NUtropic: it's a NU brainer." Pop-art comics meet retro pool-party.
Role
Market research · concept · art direction · AI direction
2023 tools
DALL·E 2 · early Midjourney · Illustrator · Photoshop
2026 tools
Claude Code · Higgsfield AI
Status
Concept / portfolio exploration, not affiliated with Alani Nu
03 — The short version

The short version

An unsolicited pitch for a nootropic line under Alani Nu, grounded in a real market trend: younger drinkers trading alcohol for functional beverages. I made the case, named the line, and built out an idea for the art direction: pink brains, checkered cans, and a cloud-tiled dream room. I first executed it in 2023 with the AI tools of the moment, then refined it in 2026. This page shows both.

04 — The research

Why a nootropic line (2023)

The generational shift is real.Berenberg Research: Gen Z drinks ~20% less per capita than millennials, who already drink less than Gen X and Boomers did at the same age.
The category is compounding.Consumer demand for non-alcoholic drinks was up +18% quarter-over-quarter and +5% year-over-year.
The benefit fits the brand.Adaptogens and nootropics promise reduced stress and clean energy without a hangover: adjacent to Alani Nu's core promise, in a new aisle.
The can hero: a slim orange-and-cream checkered can floating over a mathematically perfect checkerboard backdrop.
Can hero
The can family: four cans in orange, mint green, light blue and hot pink checkerboard colorways on white.
The flavor family

The comic spot

2023 comic concept: the thought-bubble logo and a pink brain on a comic-book pink background.
2026 comic spot: a Ben-Day pop-art brain and checkered can with a burst bubble reserved for the wordmark.

The dream room

2023 NuBrainer room: a blue cloud-tiled room with a red halftone brain.
2026 dream room: the cloud-tile room with square tiles and correct perspective.

The lifestyle world

The 2023 inspiration grid: saturated retro pool-party photography.
2026 lifestyle photo: friends on a checkered float holding checkered cans, orange flowers in turquoise water.