Impossible Drinks

A series of business and branding workshops helped us understand the Impossible Drinks initiative and build a solid brand strategy. After all, you can only become what you want to be once you know who you are. The main challenge was creating a brand that feels authentic and trusted, as if it had existed for decades.

It turned out that, even at this early stage, the brand name no longer matched the company's ambitions. The name was 'Impossible Wines'. A fine name, but quite specific. That can work in your favour, but not when the ambition is to conquer the market not just with wines, but with whiskies and spirits too. In the end, that name would only hold them back.

So we chose to change the name from 'Impossible Wines' to 'Impossible Drinks'. This name opens the door to using the brand as an umbrella, allowing growth across different services and products without creating confusion or misleading anyone.

Exceeding expectations is where satisfaction ends and loyalty begins. Impossible Drinks knows the market and always goes that extra step. Personal service, speed, and ease matter most, and when they say they'll arrange it, they arrange it. Whether it's a 1965 Bowmore or a Macallan Lalique 50.

The Impossible Drinks logo mark is the result of all this, and ties directly into the new pay-off: 'Impossible made possible'. The mark symbolises that single point of light at the end of the tunnel. The rare find that most consider out of reach and impossible, except Impossible Drinks.

The mark is simple, elegant, and functional, since it also replaces the letter 'O' in the Impossible Drinks wordmark. This builds recognition, even in situations with limited resources.

We chose a diverse colour palette, built with care to preserve freedom and creativity. Together it radiates personality, trust, and professionalism, the ideal balance between 'warm' and 'capable'.

The visual language used throughout the brand is derived from the logo mark, building recognition while reinforcing certain compositions.

The photography style is calm, warm, authentic, and complements the colour palette. Whether it's mood photography supporting the Impossible Drinks story, or product photography capturing the bottles.

A strong brand experience carries through seamlessly to digital, and that's exactly what we set out to achieve with the new Impossible Drinks website. We kept it simple and clear. Subtle animations and transitions bring personality into the mix. Text and images load in with a light touch, and the logo mark acts as a compass within the website's menu.

Different colours from the palette each have their own function. The 'Clay' colour, for example, is always tied to the Wall of Fame, the collection of drinks Impossible Drinks has already made possible. Not only does that page carry this colour, but the homepage itself also shifts to it once visitors reach that section.