Case Study: Founders Brewing Co. grows Gen Z appeal with Trinity Brand Group’s Mortal Bloom brand

Founders Brewing Co launches Mortal Bloom 40% over plan with Trinity Brand Group

Founders Brewing Co., a beloved craft brewery, faced the challenge of connecting with a new generation of Gen Z consumers who seek different meaning, values, and aesthetics from their brands. They engaged Trinity Brand Group to innovate and create a new craft beer specifically for this unique audience.

Trinity Brand Group developed the "Mortal Bloom" brand, anchored by a "Keep Life Colorful" strategy. The solution included a juxtaposed brand identity, name, and packaging system that balanced vibrant beauty with an element of danger. The results were exceptional, with sales performing 40% over plan within two months. Within three months of launch, Mortal Bloom became the #2 new IPA nationally and the #1 new craft brand in Michigan, greatly exceeding the client's expectations.

Founders Brewing Co