ZERO
Alcohol free beer
Categories
Brand Identity
Packaging
Client
Zero
Year
2024
CONTEXT
Alcohol-free beers are attracting a growing clientele of beer enthusiasts who wish to reduce their alcohol consumption without giving up the festive and convivial character often associated with alcoholic beverages. They also appeal to a new clientele that typically does not consume alcohol but can now enjoy beer. Not to mention the flavored non-alcoholic beers that serve as an alternative to classic American sodas. Sales of non-alcoholic beer saw a 30% increase in 2018. One of the leaders in this segment saw its non-alcoholic beers account for 30.9% of its total sales in 2019, an increase of 20.7 points over ten years.
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BRIEF
Whether with or without alcohol, beer is synonymous with conviviality and can be enjoyed on any occasion. Zero embodies the very essence of beer: festive and joyful. Its identity and communication convey a clear message: an explosion of flavors without a drop of alcohol. With Zero, enjoy beer and celebrate without fearing the next day's headache. The identity had to represent this festive spirit while also being different from the traditional brands we all know.
Identity
Zero, a simple and universal word, allowed us to play with the letters to create a logo with random, rounded shapes that reflect the brand's playful and relaxed spirit. With a visual identity that doesn't take itself too seriously, Zero offers fun and festive products. We chose a flashy pink as the brand color to stand out distinctly from the competition. Whether on tap in bars or in supermarkets, this beer is designed to be instantly recognizable.
COMMUNICATION
The communication around Zero products aims to celebrate the festive and fun aspect, distinctly setting itself apart from the traditional codes of alcoholic beers. The Zero logo is not just a name but a true brand and graphic symbol. It perfectly embodies the festive spirit that the brand desired. The choice of flashy pink as the brand color is a powerful asset, ensuring quick and memorable identification.
The ZERO logo transcends the simple word to become a versatile graphic element, integrated into every aspect of the brand experience. It is present on the products themselves and transforms into a repeatable pattern on various communication materials, thereby reinforcing the brand's visual identity and impact with each interaction.
