With a rebrand that strikes the perfect balance between innovation and charisma, IMPOSSIBREW is showing the alcohol-free beer category how to feel good without the fuzz.
In a crowded category that’s finally shaking off its reputation for watery imitations, IMPOSSIBREW has carved out a space all its own. It claims to be not just a non-alcoholic beer with exceptional flavour but one that feels good, too.
At the heart of the experience is the brand’s patented ‘Social Blend™’—a functional botanical mix that replicates the relaxing effects of alcohol without the foggy side effects. But for a product so full of flavour, the brand’s old identity was missing a spark, which is where creative studio Derek&Eric stepped in.
“The previous design had a bit of a clinical feel,” says Alex Stewart, creative partner at Derek&Eric. “It was smart but lacked the charisma and confidence that matched the product experience.” The creative brief was to evolve the visual identity to reflect both the scientific innovation and the joyful satisfaction at the heart of the brand—making it magnetic, not just functional.
Most notably, the updated wordmark cleverly splits ‘IMPOSSI’ and ‘BREW’ with an offset block, making space for the brand’s dual personality to shine. “As so often in design, it’s the unexpected connection between two seemingly incongruous elements that gives rise to distinctiveness,” says Stewart. “The name already carried a level of playfulness—we just brought that to the fore using instantly understandable visual codes.”
This visual approach is paired with a verbal identity that balances wit and authority. IMPOSSIBREW already had an established tone of voice—straight-talking, light-hearted, a bit cheeky—but Derek&Eric helped hone that energy into a more consistent and credible system.
“We wanted to strike the tone of a great comedian who keeps a straight face while everyone else is laughing,” explains Stewart. “It’s that balance of intelligence and levity that makes it work.”
Underpinning the entire identity is a tightly structured design system that gives the brand flexibility as it continues to grow. A confident monochrome base palette makes space for product colours to stand out, while clean typographic layouts lend a sense of quality without falling into cold, pharmaceutical tropes. The goal was to retain the brand’s smarts without making it feel like it had come straight from a lab.
The impact has been anything but theoretical. Since the refresh, IMPOSSIBREW has sold over one million cans, achieved a 300% three-year CAGR, and captured 20% of the UK’s non-alcoholic beer search traffic. It also boasts a 47% repeat customer rate—figures that reflect not just an excellent product but a brand people want to return to. “For us, nothing feels better than seeing our design act as a catalyst for growth,” says Stewart.
And with more and more drinkers—especially Gen Z and millennials—opting for alcohol-free alternatives, the stakes have never been higher. But rather than blend into a market now awash with pastel-hued kombuchas and overly earnest wellness brands, IMPOSSIBREW stands apart with attitude and purpose.
“Our job was to make the brand feel more accessible, but also build a system that could flex as the product pipeline evolves,” says Stewart. That flexibility will be key as the brand explores new SKUs and potentially new categories—especially with innovation baked into its DNA.
Wherever IMPOSSIBREW goes next, its new identity is poised to help it cut through the noise, delivering a refreshing alternative to the typical ‘better-for-you’ branding playbook. In a category chasing health halos, IMPOSSIBREW is offering something more nuanced: a drink that feels good in every sense without pretending to be something it’s not.
Thansk to Derek&Eric’s, that clarity of purpose is now matched by a visual and verbal identity that’s every bit as distinctive, putting science and satisfaction, hand in hand.
