Infinite Session
Beer is bigger
than booze.
Brand Strategy. Name Creation. Copywriting. Visual Identity. Packaging Design. Artwork. Print Management. Brand World.
Despite its rapid growth and growing relevance, alcohol-free beers are still often defined by what’s missing. When building Infinite Session, we were keen to avoid this stereotype, creating a brand with a bold and confident voice and mainstream craft look and feel. We began with a positioning that rises above the decision not to drink, and focuses instead on the experience of enjoying a beer with friends. By understanding that beer is bigger than booze, we could focus on what Infinite Session delivers – great taste, refreshment and enjoyment – rather than what it lacks.
We created the name Infinite Session to evoke a drinking experience that doesn’t have to end. Keen to avoid the obvious infinity symbol solution, we created instead a bold and modern circular logo that places the brand name in a wheel. On packaging, the logo is expertly placed on a fresh, white background for readability, with the beer type in the centre using characterful type to express its unique personality. Colour-coded bands allow for differentiation , while touches of gold bring a premium feel to the brand. Infinite copy lines bring a touch of fun to the tone of voice.
NORMALISING ALCOHOL-FREE
By deliberately creating a brand that communicates ‘beer’ rather than ‘alcohol-free beer’, our design reflects a strong cultural shift towards the normalisation of alcohol alternatives. It is only through the brand’s language that its true difference comes to life. Infinite Session is infused with challenger attitude and the belief that this is a new era for beer.
