London UK-based brand design agency Bloom has created the designs for Inch’s 0.0, an alcohol-free line extension that reinforces the brand’s reputation while offering an alternative that is every bit as enjoyable as its alcoholic counterpart. “Our launch of Inch’s in 2021 disrupted the traditional cider market,” says Rachel Holms, Brand Director of Cider at Heineken UK. “It’s a contemporary, eco-conscious product that appeals to younger drinkers, and it’s been incredibly successful, with Inch’s Medium representing 8.1% of the total cider market just three years after launch… Bloom designed that original brand, creating a modern, playful new cider brand rooted in sustainability and Herefordshire provenance. So, when we were looking for a partner to create a 0.0 variant that would appeal to drinkers who don’t want alcohol but won’t compromise on taste, Bloom was the obvious choice.”
For Inch’s 0.0, Bloom was briefed to create a design for the 440ml cans. “It’s not just about removing alcohol, it’s about ensuring people still recognize and connect with the Inch’s brand,” says Neil Vestrini, Bloom Creative Director. “The design needed to be both functional and reflective of Inch’s core values, while making it clear that this is an equally enjoyable alternative.”
In line with Inch’s branding, Inch’s 0.0 conveys flavor through vibrant red and green apple illustrations, ensuring strong on-shelf standout. Bloom also ensured that the alcohol-free message was clear through careful typography choices, making the 0.0 label highly visible without overwhelming the design or detracting from the identity.
Certain design elements from the core identity were refined such as subtle tweaks to the logo and adjustments to the drop shadows. “We wanted to make sure the packaging felt fresh,” says Toby Atkins, associate creative director of illustration at Bloom. “You need to build trust with consumers, so we’ve worked on the visual elements to make sure they feel the same level of comfort with the 0.0 product as they do with the alcoholic offering.”
