One of our proudest case study to date. Heaps Normal was born as an idea incubated within Electric And Analog. We wanted to prove to ourselves that we could create a brand from scratch, free of outside opinion, and trusting in our ability as brand builders. We went through numerous iterations before getting to a point where we realised this concept deserved to become a business of its own.
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.