A Fresh Outlook for an Old Friar

Franciscan Well is a historic, award-winning brewery in Cork, Ireland. Its rich heritage is rooted in its location, a Franciscan monastery with a well where friends have been gathering and exchanging stories since the 17th century. But packaging wasn’t capturing the spirit of that heritage, and it wasn’t optimized to support a product strategy with seasonal and limited edition brews. Global beer maker Molson Coors knew that Trinity would recognize the potential of Franciscan Well, so it called to engage our help soon after acquiring the Irish brand.

Trinity repositioned the storied brand to take advantage of explosive growth in the European craft beer market. Shortly after its re-launch, Franciscan Well became the #1 on-premise craft beer in Ireland. And the limited edition collaborations we developed with the well-known Irish distillery, Jameson, have not only helped to increase craft beer drinkers’ interests but also allowed the brand to achieve a listing in Duty Free locations. A second brewery is slated to open in 2016, and Molson Coors plans to grow the geographic footprint of the brand internationally.



Reverence for Heritage

Trinity was originally only asked to think about a brand architecture that would accommodate limited edition and seasonal specials. But after learning the Franciscan Well story and studying the Irish craft beer market, we knew there was growth potential that could only be realized by reinterpreting the story and bringing it to life through evolving the identity and packaging.



A Good Reason to Gather

Trinity collaborated with the Franciscan Well team to develop a brand story: Gather round the well. The essence of the idea is very Irish, in line with the heritage of Franciscan Well and fits squarely in the craft drinker’s world. Who wouldn’t want to gather round the well to share good times and good beer? The idea is core to the overall experience of craft beer and provides rich territory for building rapport with craft beer drinkers.



A Well-Told Story

The spirit of the new story shines through in a refreshed identity and packaging system. The brand’s iconic friar is now far more engaging, taking on the role of the brewery’s masterful storyteller. Trinity also improved system flexibility and shop-ability for the crowded retail environment. And the new look takes the brand to an even greater level when brought to life on the limited edition packaging used for beer brewed in Jameson casks.

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