After only 2 months in market, Mortal Bloom was already performing at 40% over plan. Within 3 months of launch, the brand had become the #2 new IPA brand in sales nationally and the #1 new craft brand in its home state of Michigan.
Trinity developed a “Keep Life Colorful” brand 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.
“The rate of sales has been incredibly good. It very much exceeded our expectations. We had a number of retail partners where we gave them a 30-day draft forecast and we sold out in six or seven days.”
The brand has brought the 15-pack heavy portfolio into more profitable and sample-able pack sizes, with nearly 50% of sales in 6-packs.
