FOUNDERS ALL DAY IPA

How All Day IPA Made Founders a Household Name — and a Billion-Dollar Brand

THE CHALLENGE

Founders wanted to pioneer a new category: the “session ale.” Their prototype, called Endurance, had potential—but the name didn’t match the lifestyle they hoped to tap into. Our job? Rename it, rebrand it, and turn an experimental beer into a game-changer.

THE SOLUTION

We scrapped Endurance and created a name that said it all: All Day IPA.

POSITIONING

A beer for the Michigan man — the kind of guy who chops wood, sets up camp, or tailgates hard, and still wants flavor in his glass.

IDENTITY

We built a brand persona rooted in freedom, resilience, and a little rebellion — the kind of beer you grab after a day well spent.

DESIGN

Developed the iconic label, voice, and packaging that made All Day IPA instantly recognizable and moved them from bottles to can since you can’t take glass to the beach.

Innovation

Introduced the first-ever Brewer’s Dozen — a 15-pack that stood out in coolers and crushed the competition.

BUILT-IN BRAND BOOK

“I’ve been drinking All Day” wasn’t just a name — it became a conversation starter. I’ve been drinking All Day at the beach. All Day on the boat. All Day with my buddies. The line was repeatable, relatable, and wildly effective. It took on a life of its own in bars, backyards, and advertising — a campaign you could live.

THE RESULTS

All Day IPA accounted for 60% of Founders Brewing Co.’s total beer sales. It became the #1 session ale in the world and served as a marketing hook that turned into cultural currency. The brand fueled one of the fastest growth curves in craft beer history, ultimately leading to a near-billion-dollar sale and global expansion.

#1

SESSION ALE
IN THE WORLD

60%

OF FOUNDERS’ TOTAL
BEER SALES CAME
FROM ALL DAY IPA

$1B

SALE AND GLOBAL
BRAND EXPANSION

OUR PROCESS

We didn't start with spreadsheets. We started with a question: who actually drinks this beer, and what does their life look like? Backyards, boats, tailgates, people who wanted real flavor without tapping out after two. The insight wasn't a gap in the market. It was a gap in the language. Nobody had given this drinker a beer that felt like theirs. That drove everything: the name, the cans, the 15-pack. Every decision ran through one filter: does this belong in their hand?

“These guys didn’t know beer when we hired them but boy did they deliver the ideas and results. It’s about their strategy, process and the work – not category experience. I’d highly recommend them to anyone looking to stand out and grow.”

DAVE ENGBERS,

FOUNDERS BREWING CO.

THE COMMON-SENSE ADVANTAGE™

While others overthought ABV and analytics, we tapped into something simpler: how people actually live, drink, and play. All Day IPA didn’t succeed because it was a “category innovation.”

It succeeded because it fit into real life. That’s the Common-Sense Advantage™ — meet people where they are, and give them a beer they’ll reach for again and again.

BE LIKE FOUNDERS. TALK TO DRIVEN.

Your project. Your problem. Your solution. Let’s hear it.