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All Day Family Brand Evolution
Creative Direction and Content Marketing Director
Brett Haberkorn
Date
2025
Role
I served as lead Creative Director for the All Day brand family evolution for Mahou USA. 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.
The All Day brand family packaging evolution was guided by consumer insights aimed at removing purchasing barriers and attracting new drinkers—while staying true to our current fans. Partnering with our strategic agency, we co-created a comprehensive Positioning Framework and Brand Strategy, anchored by a Brand Compass that defined our north star and brand truth.
With strategy in place, we turned our focus to design. To reach a new audience, the branding needed to feel more approachable and modern. The previous illustration style felt dated and too “deep in the woods,” so we brought the iconic Woody Wagon out of the forest and into a more familiar, relatable space—like a park setting. The refreshed illustration moved to a clean, 2-D contemporary style, while retaining key brand equities: the signature color palette, Woody Wagon, and canoe.
We introduced bold color banding to create a clear visual structure for the evolved All Day logotype, tasting notes, and Founders branding—bringing stronger hierarchy and shelf impact.
To complete the story, we designed a connected landscape system across the lineup—linking elements like clouds, mountains, shrubs, and fences to create a seamless “billboard effect” on shelf and unify the All Day family visually.
