BELL’S BREWERY

From Idea to #2 Brand: The Official IPA Case Study with Bell’s Brewery

THE CHALLENGE

When All Day IPA began redefining the craft session space, Bell’s founder Larry Bell took notice. Ironically, the brand it was chasing had our fingerprints all over it. So Larry came straight to the source—asking Driven to do what we’d done before: create a game-changing IPA that could capture the hearts (and fridges) of modern drinkers. The goal wasn’t imitation. It was domination.

THE SOLUTION

We named it The Official. A hazy IPA built to be easy-drinking, all-day worthy, and unmistakably Bell’s. We delivered a clean, confident brand identity—big on clarity, light on cliché. Packaging design was simple, sharp, and shelf-forward. The launch campaign was purpose-built for velocity in grocery, chain retail, and broader distribution channels. It wasn’t just about taste—it was about positioning.

POSITIONING

A hazy IPA that earns its place as an official companion for just about everything— not trendy, not trying, just right.

IDENTITY

Built a confident, no-frills persona — the beer that doesn’t ask for attention, it gets it.

DESIGN

Delivered a clean, unmistakable packaging system that stood out through simplicity — bold type, zero clutter, maximum shelf impact.

THE RESULTS

Official not only held its own—it gave Bell’s a new flagship in the hazy IPA category. It quickly became a staple on store shelves and tap lists alike, reinvigorating the Bell’s lineup and expanding their reach with modern beer drinkers.

#1

National Best Beer in 2019

#2

Bells brand within 18 months of launch

9

Months to reach national availability

OUR PROCESS

We tapped deep into our craft beer experience, leveraging consumer data and retail insights to build a name, look, and voice that would hit across demos. Collaborating closely with the Bell’s team, we stress-tested every design and campaign element in real-world scenarios, ensuring the launch wouldn’t just be loud—it’d be lasting.

They just come at stuff from a completely different angle and bring you things you’d never have thought of, like naming a beer The Official. Who thinks of stuff like that? They do.

JD BRINK

CREATIVE DIRECTOR/BRAND MANAGER, BELL’S BREWERY

THE COMMON-SENSE ADVANTAGE™

We understood both sides of the fight. We built All Day IPA—then we built the beer brand that could challenge it.

Need a brand that punches above its ABV?

Let’s talk.