Championing True Passion
DeliverablesBrand Strategy, Brand World, Brand Experience
Heroically hopped and already flying high across key markets, Defender IPA wanted to save the category from conformity and celebrate the brave Brooklyn spirit beyond just pack.
Anchored in the insight that there is a flavourful hero within all of us waiting to be summoned, we turned the brand into a Champion of True Passion, a bold call to the creative, the curious and the courageous to embrace their super powers and bring flavour to the world.
Tasked to reimagine the Defender brand world identity and unleash its visual greatness, we defined the core idea and then amplified it across the brand touchpoints with courage and conviction.
Pairing its heritage comic book aesthetic with fresh modern edge, we crafted, expanded and amplified the visual pack elements to inject an epic perspective and kinetic depth in the new off-pack brand narrative.
Like a true hero following its own journey of transformation, Defender IPA is now a beacon of empowerment fighting the bland forces on and off trade, calling everyone to Defend Beer and the passionate pursuits that lift their spirit.