Founders Brewing Company
Branding
Packaging Design
Marketing Strategy
Project Overview
Founders Brewing Company Challenge: Founders Brewing Company opened their doors in 1997 with the intention of setting the beer world on fire. Unfortunately, they quickly found out the unremarkable beer varieties they were brewing did not entice the consumer. By 2006, they’d nearly gone bankrupt twice and knew something had to change. Insights: The first recommendation was to change was to their product and stop making beer they “thought might sell” and start making the beer they wanted to drink. Beer that was BIGGER and BOLDER and more COMPLEX than the average craft beer. Solution: DCS Co. was hired to develop the Founders brand, communicate it to the growing masses of craft beer mavens and help position them as one of the premier craft brewers in the US. DRIVEN completely re-positioned the Founders brand by crafting a representative and meaningful brand look, tone and feel that positioned them as a premier Craft Brewery that “Pushes the Liquid Envelope.” From there, DRIVEN initiated a comprehensive strategic marketing plan; encompassing everything from packaging to retail to distributor and created the brand foundation “Brewed For Us” which remains the company mantra to this day. Results: Since beginning with Founders in 2008, they’ve enjoyed a meteoric increase in demand that’s fueled and funded the explosive growth of their annual beer production and sales; from selling 27,000 barrels in 2008 to 900,000 barrels. Founders is valued over a billion dollars and leapfrogged the competition to become the 10th largest craft brewer in the US and the fastest growing craft brewer in the country with ALL DAY IPA as the #1 selling IPA in the world.Client
ALL-DAY IPA (#1 Selling IPA in the world)Tags
All Day IPA
Founders Brewing Company
Packaging
Design
CPG
Beer
Branding
Packaging
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