Spec Creative

We reimagined Founders Brewing's ad creative.

Six concepts for the Grand Rapids craft beer icon that amplify the brand's laid-back, hop-forward, all-day-sessionable identity — built from real product research, not templates.

Our Take

Founders Brewing has earned its place as one of America's most respected craft breweries — and All Day IPA is the beer that proved session IPAs could be serious. The "Hop Into Easy" positioning is perfect: it's an invitation to slow down, grab a cold one, and enjoy the moment without overthinking it. But the current creative could lean harder into the warm, aspirational lifestyle territory that makes people reach for the green can instinctively. These concepts place All Day IPA in golden-hour Michigan moments, backyard barbecues, and taproom scenes that make craft beer feel like the most natural choice in the world.

The Work

All Day IPA on lakeside dock
Lakeside Hero — Golden Hour Dock
Founders Brewing beer flight flatlay
Editorial Flatlay — Grand Rapids Flight Board
All Day IPA can condensation detail
Product Detail — Hop & Condensation
Friends toasting All Day IPA at barbecue
Social Moment — Backyard BBQ Cheers
All Day IPA with smash burger
Food Pairing — Taproom Smash Burger
Founders Brewing taproom at dusk
Cinematic Exterior — Grand Rapids Taproom at Blue Hour

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