Client

Old Nation

Industry

Ask

Brand Awareness

The Challenge

Build a brand as strong as the beer.

Old Nation Brewery wasn’t trying to be trendy—they were too busy brewing some of the most respected hazy IPAs in the Midwest. But with the success of M-43, the demand was clear: the beer could go further.

The brand? It needed to catch up.

Old Nation came to TMV with a clear ask:
Unify their packaging system without losing personality
Launch new products with clarity and strategy
Upgrade their web presence
Equip their sales team to support growing distro
All while staying true to who they are: obsessive, independent, and uncompromising.

The Strategy

Position Old Nation as quietly elite.

TMV developed the brand platform “Masters of the Craft”—a simple, confident line that said it all. No gimmicks. No fluff. Just decades of brewing experience in every pour, and design that didn’t need to shout to be remembered.

We built a clean, scalable system that let the beer lead—but made sure the brand held its own in coolers, on taps, and at trade shows across the country.

The Execution

As full creative partner, TMV delivered across every critical launch and brand touchpoint:

  • Brand Campaign: Anchored in “Masters of the Craft,” we rolled out messaging across packaging, digital, and outdoor—owning Old Nation’s authority and humility.
  • Package Design System: Created a bold, recognizable can system that unified the lineup, from flagship M-43 to extensions like B-43 and limited releases.
  • Product Naming + Storytelling: Helped name and position new beers, ensuring each fit the system while telling its own story.
  • Website Redesign: Developed a mobile-first experience showcasing the full portfolio, beer finder, taproom info, and brand story.
  • Outdoor Campaigns: Designed clean, craveable billboards that elevated brand recognition and drove in-store pull.
  • Sales + Distributor Materials: Built the full toolkit—sell sheets, point-of-sale, and trade decks.
  • Photography + Art Direction: Shot new brand imagery balancing product beauty with gritty, real-world Michigan brewery energy.

The Results

  • “Masters of the Craft” became a unifying story across all consumer and trade channels
  • Design new family of packaging
  • Supported product launches that expanded shelf presence across the Midwest
  • Created materials that helped sales teams close new distro accounts
  • Cemented Old Nation as one of Michigan’s most respected craft brands—on tap and in-store

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Contact TMV Group to discuss how we can craft a winning strategy for your institution or business.