Founders Mortal Bloom

Craft Beer NPD for the Gen Z Audience

Beloved craft brewery Founders Brewing Co. has a rich portfolio of offerings for almost every craft lover. But new Gen Z consumers coming of age are seeking meaning, values and aesthetics in the brands they love that diverge wildly from previous generations. Founders asked Trinity Brand Group to help innovate a new brand created just for this unique beer drinking generation.

Brand Strategy / Creative Strategy / Identity System & Package Design / Merch Design / Launch Campaign Consultation

Performing 40% over plan after 2 months in market

Trinity developed a “Keep Life Colorful” strategy rooted in the brand’s belief that life should be lived in big, bold, beautiful color. From that foundation, we developed the brand name “Mortal Bloom” – a juxtaposition of the very human (mortal) existence with the stunning vibrancy of a life lived in full bloom that keeps the brand seeking out all the fascinating, funny, fresh, wild, absurd and thought-provoking things that help make every day bigger and better.


The identity system and package design grew naturally from that juxtaposition. At first glance one sees vibrant and bright flowers, but a closer look reveals an element of danger – with edgy graphic details and letterforms against a black base color palette. The system brings all-important pop and personality to every touchpoint, extending beautifully into digital, environments and merchandise.

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