Speaking to the growing alcohol-free audience, the new line builds on Bloom’s category-transforming, personality packed designs for Gen Z-focused cider brand Inch’s

London-based independent brand design agency Bloom has created the designs for Inch’s 0.0, an alcohol-free line extension that reinforces the brand’s reputation for great taste, sustainability ambitions, fun, and provenance while offering an alternative that is every bit as enjoyable as its alcoholic counterpart.

As alcohol consumption continues to fall, particularly among younger consumers aged 18-39, Inch’s 0.0 demonstrates how it is possible to create an alcohol-free variant that retains all the character and enjoyment of the original. This reflects the direction of travel for the alcohol-free category: not about taking away from the experience but expanding consumer choice with a great-tasting alternative.

As Heineken UK’s first 0.0 apple cider, the new line also looks to challenge competitors such as Thatchers and Henry Westons’ alcohol-free versions, which currently dominate the space.

Reversing an ailing sector

“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, and found in more than 14,000 taps in pubs across the UK.”

“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.”

Inch’s 0.0 is a natural extension of the brand’s core identity, reinforcing how a strong, simple core can flex to accommodate new variants without losing its essence. This adaptability is increasingly desirable for brands looking to innovate within their categories.

Alcohol, no. Taste, yes.

For Inch’s 0.0, Bloom was briefed to create a design for the 440ml cans while staying true to Inch’s accessible, contemporary branding.

“It’s not just about removing alcohol, it’s about ensuring people still recognise 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.”

Packaging that feels fresh

In line with Inch’s personality-packed branding, Inch’s 0.0 conveys flavour through vibrant red and green apple illustrations, ensuring strong on-shelf standout.

Bloom ensured the alcohol-free message was clear through careful typography choices, making the 0.0 label highly visible without overwhelming the design or detracting from Inch’s identity.

Certain design elements from the core identity were refined to give the designs a cleaner, more modern look, including 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.”

Inch’s 0.0 is now available.