Independent branding and design studio, Electric and Analog, decided to conduct an internal brand building experiment by creating a brand of its own, free of external client opinion. The founder lost his father to alcoholism at a young age, so the team really wanted to create a brand that paid homage to this. After a short incubation period, the idea of creating a non-alcoholic beer was born, and upon realisation that the non-alc beer category was yearning for disruption, Heaps Normal was given life as a standalone business – a non-alcoholic beer that’s too good to be wasted. With strategy mastered by Andy Miller, product led by Benny Holdstock, brand the proud owner of Pete Brennan, and with world-renowned surfer Jordy Smith as global brand ambassador, the four friends incorporated and went to market. 12 months after launch, Heaps Normal stands as one of Australia’s favourite non-alcoholic beers, outselling even it’s alcoholic cousins at bars and bottle shops across the country. With a cult following and sales to match, Heaps Normal is testament to a brand that has meaning, purpose and a clear tone of voice, being able to challenge an industry and grow into a market-leading brand in a relatively short period of time. Heaps Normal is the non-alcoholic category leader in Australia and is now available in New Zealand, Singapore, Malaysia, Hong Kong and Indonesia. The brand won gold at the 2021 World Beer Awards, and was named as a top 10 breakthrough brand in global branding agency Interbrand’s 2021 Breakthrough Brands Report. Achieving a multi-million dollar valuation within a relatively short period of time, and with some of Australia’s most respected investors and founders leading its first funding round, Heaps Normal has put Electric & Analog on the map as an independent branding studio capable of building world class brands that break through the noise and get attention on a global scale.