After a decade working in the drinks industry, founder Hugo Tapp approached us to bring his alcohol-free beer to life. We saw an opportunity to position LOAH as part of a generational movement towards moderation at a time when health and wellbeing has never been more important.
No alcohol means no restrictions and no hangovers. A brand ethos of “everyday amazing” became a creative guide that informed both the visual and verbal expression, appealing to a new kind of beer drinker – both male and female. This reflected the founder’s vision to move away from hip, hoppy craft ales to cleaner, lighter and more accessible beers, the first of which is infused with lime.
Imagery is a reflection of a beer for all occasions and balanced lifestyles. The result is a brand which embodies an optimistic, upbeat, feel-good attitude. Upon launch, the first batch sold out within three hours.