🍻 The Future of Beer: IMPOSSIBREW® 🚀

Derek&Eric love brands that challenge the status quo. IMPOSSIBREW® does exactly that—exceptional taste, a patent-pending Social Blend™, and the relaxing feeling of alcohol without the downsides.

The problem? A cold, clinical identity that lacked the charisma to match its groundbreaking innovation.

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.

Brief in Brief
Evolve Impossibrew’s visual identity to balance its groundbreaking innovation with charismatic appeal, transforming it from functional to magnetic.

Effectiveness and Impact

• Sold over one million cans in 2024
• Achieved 300% 3-year CAGR
• Captured ~20% of UK non-alcoholic beer generic search term volume
• 47% repeat customer rate
• Social media: 130,000+ followers, 30 million+ TikTok views

Source: Derek&Eric

  Beverage, Derek&Eric, Design, IMPOSSIBREW, Marketing, Packaging, Visual Identity