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.
Skillset
Strategy
Identity
Brand Design
Packaging
Impact
Growth
300%
Achieved over 300% 3-year compound annual growth rate
Visibility
20% +
Captured ~20% of UK non-alcoholic beer generic search term volume
Sales
47% +
Over one million cans sold in 2024 with a 47% repeat purchase rate
Influence
30m +
Increased social reach with130,000+ followers & 30million+TikTok views
“Derek&Eric have been fantastic to work with. Great people, very creative, professional and knowledgable.”
Mark Wong
Founder, Impossibrew
Recognition
Partners
Client: Impossibrew
Strategy: Alex Smith
Production: The London Artworking Co.
Awards
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