In a move to revitalize one of its most iconic beers, Founders Brewing Co. has partnered with Trinity Brand Group, a brand strategy and creative agency, to relaunch All Day IPA. The popular session IPA, which has been a cornerstone of the Founders brand for over a decade, is getting a significant facelift, complete with refreshed branding, packaging and a new campaign designed to expand its appeal in a rapidly changing craft beer market. Let’s take a look, shall we?
Meeting the moment: Why the rebrand?
As the craft beer landscape faces increasing competition from spirits, seltzers and other ready-to-drink beverages, Founders Brewing, one of the top 10 craft breweries in America, needed to find a way to re-engage both loyal fans and potential new consumers. All Day IPA, known for its sessionable nature and wide appeal, was at the center of this strategy.
With the session beer segment of craft beer shrinking, Founders Brewing saw the need to evolve. Trinity Brand Group, working as Founders’ Agency of Record, took on the task of repositioning All Day IPA to not only reclaim its dominance but to also attract a broader audience. The goal: to expand reach, re-engage lapsed consumers and accelerate growth in a challenging market. From the press release:
“When Founders Brewing Co. asked us to help position their juggernaut All Day IPA brand to regain growth in the declining craft beer category, we took a broad look at consumers across the entire beer and alcoholic long drinks category,” said Laurie Kreisberg, VP Strategy at Trinity Brand Group. “We conducted a consumer mindstate segmentation to help identify how the #1 session craft beer in the U.S. could re-energize current and lapsed drinkers as well as recruit new ones, many of whom have been experimenting outside of beer. One thing became clear — there is a broad swath of people looking for something refreshing, drinkable and high quality that fits their lifestyle.”
A fresh look: The new packaging
One of the most striking elements of this relaunch is the brand’s first major packaging redesign in 12 years. Trinity worked closely with Founders to modernize the All Day IPA brandmark and packaging. The new design includes imagery that captures the brand’s adventurous spirit. They feature dynamic scenes that resonate with its outdoorsy, easygoing identity.
The beloved canoe-topped “red woody wagon,” a visual icon associated with All Day IPA, is now more prominent than ever. This brand symbol has been refreshed to create more shelf impact, with bold colors and updated graphics that make the cans pop in retail environments. Founders aims to convey the message that All Day is not just a beer, but a companion for everyday moments, whether at a campsite, backyard BBQ or spontaneous gathering. From the press release:
“Trinity helped us broaden the product story of All Day IPA beyond its sessionablity to a much bigger truth — that All Day delivers the best of ALL worlds,” explained Sandy Anaokar, CMO Mahou USA. “It’s flavorful like a great craft beer should be, but it won’t fill you up or wreck your palate. And it’s as easy drinking as big domestic brands without compromising on balance, flavor or character.”
The new campaign: ‘Have It All with All Day’
The rebranding effort isn’t just skin-deep. The new “Have It All with All Day” campaign amplifies the idea that this session IPA is the perfect balance of flavor, refreshment and quality. Whether you’re at a casual hangout or an outdoor adventure, the campaign communicates that All Day IPA is the ideal choice to elevate the occasion.
The campaign’s visuals center around the iconic red canoe. It is now a symbol for transforming any moment into something more memorable. In a series of visually engaging ads shot at Synapse Virtual Productions Studios, the canoe literally “drops” into scenes, surprising and delighting consumers. These playful elements help solidify All Day’s positioning as a sessionable yet premium choice in a crowded market. The video at the top of this post is an example.
Why it matters: A resurgence for Founders and craft beer
The timing of this relaunch is critical. As consumer preferences evolve, legacy brands like Founders are working hard to maintain relevance. Since the rebranding, Founders and Trinity say they have seen double-digit growth in consumer perceptions of quality and relevance. They say this demonstrates that the effort is resonating.
This shift aligns with Founders’ broader strategy to capture a larger share of the craft beer market, which has seen overall declines in recent years. Through this repositioning, Founders aims to attract both its existing fan base and new drinkers who may be gravitating toward other categories like spirits and seltzers.
The takeaway: Rebranding heritage brands
For craft brewers looking to refresh their brands, the All Day IPA relaunch provides some valuable lessons:
- Stay authentic: Even with a new look and campaign, All Day IPA stays true to its roots. Founders embraced the brand’s adventurous spirit while modernizing its appeal.
- Bold packaging matters: In a crowded retail space, eye-catching design can make a huge difference. The updated All Day cans pop on the shelf, increasing visibility and purchase intent.
- Expand the occasion: All Day IPA is marketed as the perfect beer for any moment. By expanding its versatility, Founders opens the door to new consumption occasions.
For more details on the relaunch, visit this website.
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