All Day IPA - 15 Year Anniversary

Limited Edition Packaging Design

To celebrate 15 years of Founders’ flagship session IPA, I designed a limited-edition packaging system for All Day IPA that balanced nostalgia with shelf impact. The goal was to create something that felt collectible and commemorative without losing the instantly recognizable identity that made the brand iconic in the first place. The final system included a redesigned 15-pack carton, anniversary can variants, and supporting visual assets built around the idea of easygoing adventure and everyday ritual.

Audience Insight

All Day IPA has always resonated with drinkers who see craft beer as part of their lifestyle, not a special occasion. It’s the beer for camping trips, lake days, cookouts, post-work hangs, and repeat purchase moments. The audience already has an emotional connection to the brand, so the anniversary pack needed to feel rewarding and familiar — something longtime fans would genuinely want to pick up, keep, or post.

The Challenge

Create a limited-edition anniversary pack that felt worthy of a 15-year milestone while staying unmistakably All Day IPA. The design needed to stand apart at shelf, feel collectible and premium, and introduce a more nostalgic tone without abandoning the approachable, easy-drinking personality the brand is known for.

Design Rationale

I stripped the branding down to its most recognizable elements and rebuilt the system with a more vintage-inspired approach. The typography became bolder and more direct, while the layout leaned into large fields of color and simplified composition to create a timeless, collectible feel.

The classic outdoors imagery and wagon illustration reinforced the adventurous spirit tied to the brand, while the limited-edition can introduced a typographic exploration built entirely from words and phrases associated with the All Day lifestyle.

The pack structure was also designed to create a seamless billboard effect across multiple orientations, allowing the bold typography and landscape elements to carry continuously across surfaces whether stacked, displayed flat, or merchandised in-store.

Together, the system feels celebratory and fresh while still reading instantly as All Day IPA.

Outcome

The final packaging system successfully reframed All Day IPA through a more nostalgic and commemorative lens while preserving the brand equity that makes it recognizable at a glance. The anniversary pack was designed to feel both highly shoppable and collectible — something fans would grab for the beer, then keep because of the design.