Wunderman Thompson’s packaging design for the new non-alcoholic beer brand, Cold Ones, challenges the norms of the non-alcoholic beverage market. Cold Ones is designed to be enjoyed irresponsibly, breaking away from most non-alcoholic beers’ traditional responsible lifestyle aesthetic. Each can feature unique imagery that showcases real moments of people sharing good times with friends and family, from backyard barbecues to impromptu kitchen parties, tapping into Millennial nostalgia. The brand’s wordmark cleverly incorporates its “0.0%” designation by converting the “O’s” in “Cold Ones” into zeroes, and its disruptive approach aims to redefine the non-alcoholic category.

A new breed of non-alcoholic beer is here. Unlike other brands in the crowded cooler that is the non-alcoholic beverage market, Cold Ones is the first non-alcoholic beer made to be enjoyed irresponsibly.