TRITON BREWING CO
THE CHALLENGE.
Midwestern beer drinkers loved Rail Splitter IPA, Triton Brewing Company’s signature beer since 2011. As one of Indiana’s oldest craft breweries, that was a good thing for Triton—but it came at a cost. For years, the brewery had failed to parlay Rail Splitter’s popularity into a broader brand affinity.
To us, the problem was clear. Triton had historically created one-off packaging and advertising for every product in its lineup. Every single beer required its own can design, its own logo, and its own advertising—which is an expensive and timely undertaking.
This beer-by-beer approach brought attention to individual products, but it failed to build equity for the Triton brand itself. Compounded over the years, the missed opportunity was staggering.
We believed the Triton brand was packed with potential, but failed marketing strategy, clunky design, and lack of a coherent brand story kept Triton from enjoying true success.
The Solution.
We recommended an end to one-off, costly beer rollouts by applying a “branded house” approach to Triton. Every can of beer—whether an IPA, stout, or golden ale—should be unmistakably Triton Brewing Co.
After all, that’s how you build brand equity.
What’s more, our strategy meant faster go-to-market times and lower production costs (damned good-looking cans of beer, too). As a result, every new product launch would have a greater chance for success because it would stand on the shoulders of all the beers that came before it.
But brand is more than strategy and design. It’s also story. So, we summarized Triton’s colorful history in three short words: Brewed on Base. (When was the last time you drank a beer brewed in a former U.S. Army mule stable?)
The Results.
As it enters its second decade in business, Triton Brewing Company has embraced its role as the senior statesman of Indiana craft breweries. With a strong brand foundation that celebrates the brewery’s unique history, Triton is reclaiming the market share it failed to defend in its first ten years.
No longer a rag-tag group of standalone brands paddling upstream, all Triton beers are identifiable, attractive, and “all grown up.”
The response in the marketplace was immediate. Triton is enjoying increased demand from distributors, liquor stores, and taphouses. And with an easy-to-mobilize branded system working for them, Triton can answer the call with ease.
The Deliverables.
Brand Development/
Positioning
Marketing Strategy
Logo Design
Visual Brand Identity
Packaging
Social Media
Print Advertising
Environmental Design
Posters
Wearables
