Hedlum had a vision for a new non-alcoholic beer that was delicious and, much to beer lovers’ delight, actually tasted like beer. We partnered with Hedlum to create a pedal-to-the-metal brand that proves ABV is nothing but a number. 

Inspired by live music and laid back fun, our brand system for Hedlum is bright, rebellious, and designed to stand out in a crowd. From energetic art direction to its mayhem-adjacent name, we positioned Hedlum as a brand with innate attitude that brings the good times without the hangover. We brought Hedlum’s spirit to life through Heddie—an expressive, mischievous brand character. Whether it’s rocking on or ordering another round, Heddie will always point you to the best non-alc beer around.