FOUNDERS BREWING CO.
ALL DAY IPA
Identity, Packaging, Campaign
THE SITUATION
Founders Brewing Co., a top-ten U.S. craft brewer and maker of the fan-favorite All Day IPA lineup, operates in a dynamic but increasingly competitive landscape. As drinkers expand their repertoire to include spirits, seltzers, and other ready-to-drink options, craft beer has been losing share – in sales and in relevance. The sessionable beer segment, where All Day reigns supreme, was shrinking right along with it. Founders asked us to reignite momentum for the brand.
THE SOLUTION
We repositioned, redesigned, and reactivated the All Day brand – aimed at broadening its appeal, re-engaging lapsed drinkers, and attracting new fans. The new identity and package design system balances a bold, friendly brand presence with an immersive (and easily shop-able, color-coded) scene that takes people to an inviting emotional space. The system spotlights the brand’s core equity of a red canoe atop its woody wagon – a symbol of being able to completely enjoy the moment you are in.
THE EXECUTION
The “Have It All with All Day” campaign takes visual ownership of the new strategy that with All Day you really can have it all. The iconic red canoe becomes a dynamic and central character that literally drops into scenes where people are enjoying All Day and each other, happily surprising them and showing them that, with All Day you can tap into that ‘have it all’ feeling anywhere, at any moment.
THE RESULTS
The repositioning reversed a multi-year decline, with the brand’s buy rate up +24% (compared to a =5.5% drop across craft). Consumer perceptions of quality, relevance, and occasion-fit all saw double-digit increases, signaling a powerful return to growth and cultural relevance.
IMAGES © TRINITY BRAND GROUP