During a trip to Myanmar, Jason Mraz was welcomed with the Buddhist greeting “Tashi Delek,” which translates to “may you have auspiciousness and causes of success.” Recognizing the positive impact of those words he wrote it down in his notebook, Mraz shared in a “Behind The Song” video on YouTube about his song “Have It All.”

In the video, Mraz highlights these were the groundwork for a song that is meant to let the younger generation know that the future is unwritten, great things lie ahead ,and that “it’s up to us to shine and have it all.”

The phrase “have it all” can mean something different for each person, and sometimes having it all can be about taking a step back and enjoying the simpler moments. That is what Trinity Brand Group and Founders Brewing have set out to do with a recent collaboration in which the duo developed a brand strategy and package redesign for the craft brewer’s iconic beer, All Day IPA.

Matthew Youngblood, founding partner at Trinity Brand Group, explains that although Founders is a Top 10 craft brewery in the United States and its All Day IPA is the brewery’s biggest brand and a top sessionable beer, Founders is contending with the fact that consumers are drinking less beer. Whether because of moderation, competition from beyond beer segments, or just the shrinking of the domestic craft beer market and session beers, it has impacted beer sales.

Recognizing these factors, Trinity Brand Group set out to help Founders build a brand strategy.

“With a thorough 360-degree audit, we rooted ourselves in real insights about the All Day brand, its consumers (current, lapsed, and potential), and the category, we were able to identify All Day’s

potential ― what it stood for and where it could stretch to own a truly unique and compelling position in the marketplace,” Youngblood explains. “Our team dove deep into researching the LDA Gen Z and younger millennial consumer to learn their media consumption habits, their interests, what makes them connect with a brand, and what channels they are engaging with content. With this understanding, we could ensure that all the creative and messaging our brand strategy would drive would appeal directly to their tastes and lifestyles.”

Youngblood highlights the importance for the team to make sure that All Day be accessible to craft consumers at every point and occasion. He adds that they went about identifying and articulating attributes about All Day, including flavorful, less filling, palate-friendly without compromising on balance, flavor, or character.

“With that product truth as our key reason to believe, we laddered up to the emotional brand truth ― that All Day delivers the best of both worlds; that with All Day, you truly can ‘Have it All,’ helping consumers tap into the feeling of taking a break from the daily grind to kick back, take a moment and just enjoy,” Youngblood says. “Making it the perfect go-to companion to transform any moment from the everyday into something bigger, better, and more invigorating.

“We built a brand strategy platform around that promise of ‘Have it All’ ― for a brand that’s not only about high quality, sessionable craft, but also friendly, optimistic, invigorating and up for anything,” he continues. “And that brand shows up everywhere All Day goes ― through every expression, verbal and visual, across packaging, displays, website, advertising, campaigns and social.”

Visuals to match

With the identification of All Day’s new strategy of “Have it All,” the next step was to develop visuals as a complement.

“We evolved the All Day brandmark and the entire look and feel of the All Day brand world,” Youngblood says. “Of course, for beer ― craft beer in particular ― packaging design plays an outsized role in bringing a brand to life and influencing consumer perception.”

Highlighting that this was the first significant redesign in 12 years for the brand, Youngblood explains that All Day needed an evolution.

“We elevated the storytelling so that consumers have something they can latch onto that the brand can own ― we made the iconic woody wagon and the red canoe more central,” he says. “We brought the new brand positioning to life through aligning both storytelling and overall look and feel with the new, more optimistic, friendly, up-for-anything, invigorating brand.”

Youngblood notes that Trinity Brand Group went about this alignment by leaning into the “Woody” station wagon with the canoe on top, updating the color palette and scenery with freshness and pops of color, and tasting notes on each can that are clear, short and simple.

“We made the package work harder, prioritizing communication to make it easy for consumers to see and understand what’s most important,” he says.

Among those elements were redesigning the wordmark so that All Day is more readable and pops on the pack, evolving the Founders wordmark to help with legibility, and having “Flavorful AND Easy Drinking” front and center “to tell consumers exactly why they should believe that with the All Day brand they can ‘have it all,’” Youngblood says.

Youngblood adds that the color panel allows the white bold All Day pop on the package, making the package shop-able and easy to navigate. These come together at shelf and display to create a strong impact at retail, he explains.

“Looking at the before and after ― it’s clearly an evolution not a revolution ― we hung on to important visual equities we knew consumers associated with the brand they love, but the redesign brings brand and retail strategy to the forefront,” he says.

Connecting strategy and packaging

The amalgamation of All Day’s packaging update with its brand strategy has positioned the brand to connect with new legal drinking age (LDA) consumers, but remain aligned with legacy craft beer consumers.

“The new ‘Have it All’ brand strategy combined with the newly redesigned packaging provided a springboard for All Day to reach and resonate with a new, younger LDA consumer without alienating its core craft beer drinking audience,” Youngblood says. “Through our omnichannel approach, we made sure the new packaging design and our broader marketing efforts were completely aligned. That meant consistent messaging across digital, traditional, and retail channels to create a cohesive brand experience for consumers.”

This also can be seen in brand’s newest campaign ― Have it All with All Day ― which brings the “Have it All” strategy to the forefront as well as the red canoe from the packaging and incorporates them into social situations.

“Connecting the dots for consumers that when they enjoy an All Day with friends they are accessing the All Day brand promise ― of tapping into the feeling of taking a break from the daily grind to kick back, take a moment and just enjoy,” Youngblood says. “The canoe becomes code for that transformation of

the moment from the everyday into something bigger, better, and more invigorating.”

And consumers are responding well to the campaign, strategy and packaging, as evidenced by recent market share performance.

“Since the repositioning, consumer perceptions of quality, relevancy, and occasion appropriateness have all grown double digits,” Youngblood says. “With the newly repositioned All Day in market, Founders has been able to grow market share within craft ― at a time when craft overall is in decline.”