ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Category
Branding / Branding Systems / Identities - Integrated
Annual ID
ADC104_BCD042M
Background
Beer needed a hero.
After years of declining sales and younger generations’ openness to drinking less alcohol, beer needed an evolution—an iconic brand that could bridge new ideas about drinking with the rich traditions and storytelling of the world’s best breweries.
Enter BERO, a premium non alcoholic beer that delivers the taste and experience of a great brew and never asks you to settle for less created by actor Tom Holland.
In creating Tom Holland’s very own NA beer brand—one just as at home in elite clubs as it is in British pubs, and on grocery store shelves everywhere—we reflected on the truth that people don’t drink just to get drunk: people drink to be more connected to the moment, each other, and their core selves.
We partnered with Tom to build an NA-beer that proves it’s just as real as the kings of the beverage, which led us to introduce BERO as the rightful heir of beer’s next chapter.
After years of declining sales and younger generations’ openness to drinking less alcohol, beer needed an evolution—an iconic brand that could bridge new ideas about drinking with the rich traditions and storytelling of the world’s best breweries.
Enter BERO, a premium non alcoholic beer that delivers the taste and experience of a great brew and never asks you to settle for less created by actor Tom Holland.
In creating Tom Holland’s very own NA beer brand—one just as at home in elite clubs as it is in British pubs, and on grocery store shelves everywhere—we reflected on the truth that people don’t drink just to get drunk: people drink to be more connected to the moment, each other, and their core selves.
We partnered with Tom to build an NA-beer that proves it’s just as real as the kings of the beverage, which led us to introduce BERO as the rightful heir of beer’s next chapter.
Creative Idea
A modern beer steeped in tradition. Tom gave us the challenge to create a can he would be proud to hold at any bar, without the stigma of “not drinking alcohol.”
Within this challenge lay the brief of building an NA-beer that proves it’s just as real as the kings of the beverage, a successor to centuries-old breweries we studied that use various details to create a layered story that covers decades of mythology:
Certificate-like intricate labels; regal metallic finishes; striking symbols that date to the brewery’s origin; distinctive design gestures that can be read from across a dark bar.
All of these symbols-of-craft influenced our brand design that takes tradition and tweaks it for the modern era. BERO is a NA-beer that competes not with the soulless DTC startup, but with the authentic giants of the industry—and fits in alongside its alcohol siblings. “A beer that does both.”
Within this challenge lay the brief of building an NA-beer that proves it’s just as real as the kings of the beverage, a successor to centuries-old breweries we studied that use various details to create a layered story that covers decades of mythology:
Certificate-like intricate labels; regal metallic finishes; striking symbols that date to the brewery’s origin; distinctive design gestures that can be read from across a dark bar.
All of these symbols-of-craft influenced our brand design that takes tradition and tweaks it for the modern era. BERO is a NA-beer that competes not with the soulless DTC startup, but with the authentic giants of the industry—and fits in alongside its alcohol siblings. “A beer that does both.”
Insights & Strategy
Society’s recent reckoning with alcohol uncovers the truth that we don’t need it. What we really need is ritual. Atmospheres, environments, and symbols that help us socialize, connect, and discover each other. BERO’s non-alcoholic nature gives us permission to show up as we are, distilling Tom’s insights into the phrase, “Real courage isn’t liquid.”
We believe well-being is holistic—it’s not about compromise, but about striking the perfect balance between pleasure and moderation. Inspired by Tom's own journey, BERO is an invitation to experiencing life’s richness, fully, and without holding back.
With BERO in hand, you’re not just drinking—you’re embracing a badge of pride, one that belongs in your fridge, your bar, or your store, signifying a life enriched. This commitment to excellence makes BERO more than just a beverage. It’s the highest quality in the category, the new gold standard in beer.
A beer that lets you be your own hero.
We believe well-being is holistic—it’s not about compromise, but about striking the perfect balance between pleasure and moderation. Inspired by Tom's own journey, BERO is an invitation to experiencing life’s richness, fully, and without holding back.
With BERO in hand, you’re not just drinking—you’re embracing a badge of pride, one that belongs in your fridge, your bar, or your store, signifying a life enriched. This commitment to excellence makes BERO more than just a beverage. It’s the highest quality in the category, the new gold standard in beer.
A beer that lets you be your own hero.
Execution
BERO sees the glass half-full. The 50/50 design of the can expresses its duality of modern and classic; experience and taste; culture and craft. This duality comes to life through mixed typography—pairing a clean grotesk typeface (Dinamo’s Whyte, itself inspired by the birth of moveable type technology) with the curls of customized script letterforms—as well as in the construction of the logo itself, balancing flared serifs of heritage with clean, modern lines.
The cans launched with a rich color palette of maroons, emeralds, and ivories born from the crests and flags of London boroughs, contrasting in enamel finish and color with a princely tone of metallic gold.
Similarly, we crafted the “humble trout” of Kingston crest to be an iconic, unique symbol for the brand, alluding to classic crests while encouraging the BERO community to “Swim your own way.”
The cans launched with a rich color palette of maroons, emeralds, and ivories born from the crests and flags of London boroughs, contrasting in enamel finish and color with a princely tone of metallic gold.
Similarly, we crafted the “humble trout” of Kingston crest to be an iconic, unique symbol for the brand, alluding to classic crests while encouraging the BERO community to “Swim your own way.”
Results
In 3 months, the brand became the best selling non-alcoholic beer on Amazon, in addition to being sold in 2000 stores and restaurants nationwide including Target, Amazon, Total Wine, Vons, and more.
Early sales have exceeded expectations, with 30% of revenue coming from return customers.
Early sales have exceeded expectations, with 30% of revenue coming from return customers.
2025 Awards
Total Points: 3
Merit Honor
Credits
Design Firm
Center
Copywriter
Kevin Batory
Creative Director
Alex Center
Design Director
Andrew Galloway
Designer
Ciaran Brandin
Hanna Pulis
Photographer
Graham Pollack
Jack Bool
Rhianydd Hylton
Strategist
Marisa Zupan
Senior Designer
Rob Oechsle
Account Manager
Dehlia Hennessy Brown
Client Business Director
Pete Freeman
Project Manager
Rhianydd Hylton
Video editor
Justin Sottile
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