The future of beer

Challenge

The non-alcoholic beer market is booming, fuelled by a generational shift towards healthier choices.

Whilst options are expanding and flavours improving, non-alc. beers can often fall flat with the experience they deliver, feeling like an imitation rather than an alternative.

IMPOSSIBREW® sets itself apart with exceptional taste and a patent-pending ‘Social Blend™’, delivering the relaxing feeling of alcohol without the negative side effects – but coldly pharmaceutical design was killing the buzz.

How do you balance innovation with charisma?

Solution

The existing IMPOSSIBREW® identity had already avoided sinking into the sea of wacky craft beers. Our goal was layer on top of this distinctiveness, adding a twinkle in the eye.

We began by enhancing the wordmark, splitting it with an offset block to let ‘IMPOSSI’ and ‘BREW’ work as partners, harmoniously delivering twin personalities – the clever and the cool, the foundation and the flavour, the pleasure without the pain.

This sits at the heart of a confidently structured visual language, complemented by a straight-talking yet light-hearted voice that encourages you to have your beer, and drink it too.