In a competitive category that is shedding its reputation for bland imitations, IMPOSSIBREW has established itself as a unique player. It offers a non-alcoholic beer with exceptional flavor and a feel-good factor. The brand’s patented ‚Social Blend™‘ is a botanical mix that provides the relaxing effects of alcohol without the negative side effects. However, the brand’s previous identity lacked charisma, prompting creative studio Derek&Eric to step in and revamp it.
The updated wordmark cleverly splits ‚IMPOSSI‘ and ‚BREW‘ with an offset block, highlighting the brand’s dual personality. The visual and verbal identity strike a balance between wit and authority, reflecting the brand’s tone of voice. The design system allows for flexibility and growth while maintaining the brand’s smart and playful essence.
The impact of the rebranding has been significant, with IMPOSSIBREW experiencing increased sales, growth, and customer retention rates. As more consumers, especially Gen Z and millennials, seek alcohol-free options, IMPOSSIBREW stands out with its unique attitude and purpose.
The goal of the redesign was to make the brand more accessible and adaptable to future product developments. The success of the rebranding reflects the brand’s appeal and growth potential in a competitive market.