Impossibrew – The Future Of Beer

The Future of Beer Just Got a Bold New Look

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.

Our challenge? Evolve the innovative feel adding a layer of charm and charisma.

We refined the wordmark, splitting ‘IMPOSSI’ and ‘BREW’ to highlight both sides of the brand—clever and cool, science and satisfaction.
We built a structured, confident visual language, allowing for distinctive communications.
We shaped a voice that’s straight-talking yet playful—because why choose between innovation and enjoyment?

The result? A brand that’s as bold as the product itself. And the numbers speak for themselves:
Over 1M cans sold in 2024
300% CAGR over three years
Capturing ~20% of UK non-alcoholic beer search volume
47% repeat customer rate