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Mortal Bloom Branding and Development
Creative Director and Content Marketing Director
Brett Haberkorn
Date
2023
Role
I served as lead creative director for the Mortal Bloom brand and line extensions for the Founders brand. Partnering with our external agency, I guided the overall brand strategy while leading our in-house creative team through production design — from concept to shelf.
Every great brand starts with an opportunity. For Mortal Bloom, that opportunity was clear: the craft beer space lacked a mid-range ABV hazy IPA that delivered both flavor and drinkability. Research confirmed younger drinkers, especially Millennials and Gen Z, wanted something approachable, flavorful, and easy to enjoy without the heaviness of higher alcohol beers.
With those insights, we developed a detailed consumer persona and partnered with our strategic agency to craft a Brand Strategy anchored by a Brand Compass - our north star defining Mortal Bloom and what it stands for.
The name Mortal Bloom was born from the contrast between the mortality of human existence and the vibrancy of life, reflected in the beer itself: a smooth, juicy, low bitterness IPA with a higher alcohol that “gets you there faster.”
Visually, we expressed that same duality through a “killer bouquet”, a design system balancing beauty, decay, danger, and surprise and delight. The concept energized the team and brought the brand to life.
We extended this design across every touchpoint, creating a billboard effect with vines that connect across all sides of the packaging for a unified, eye-catching shelf presence.
From strategy to naming to design, Mortal Bloom became more than just a beer—it’s a reflection on life’s impermanence and beauty in every fleeting moment, becoming the #3 new craft brand in 2024.
