Derek&Eric delivers new identity and packaging for non-alcoholic beer IMPOSSIBREW®, adding a layer of charm and charisma

Non-alcoholic beer is booming, but too often, the experience feels like an imitation rather than a true alternative. IMPOSSIBREW® has always been different—exceptional taste, a patent-pending Social Blend™, and the relaxing feeling of alcohol without the downsides. But a clinical identity was holding it back.

Derek&Eric's challenge? Evolve the innovative feel adding a layer of charm and charisma.

To address this challenge, IMPOSSIBREW® underwent a strategic design transformation, focusing on three key areas:

- Refining the Wordmark: The brand name was split into ‘IMPOSSI’ and ‘BREW,’ emphasizing the dual nature of the product—clever and cool, science-driven yet satisfying. 

- Developing a Structured Visual Language: A confident and cohesive visual identity was established to enhance brand recognition and allow for distinctive, engaging communication. 

- Crafting a Playful Yet Straight-Talking Voice: The brand’s tone of voice was shaped to be both informative and engaging, striking a balance between innovation and enjoyment. 

The refreshed branding has significantly contributed to IMPOSSIBREW®’s market success.

For more information on the design, visit Derek&Erik's website or follow them on Instagram .

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