Melvin Brewing

Award-winning craft brewery Melvin Brewing had made a name for itself with distinct IPA’s and an irreverent attitude that reflected its Wyoming roots. But as the company grew from “Small Brewer of the Year” to a combined brewing and restaurant operation with a significant footprint across the United States, it needed to adjust its approach for the mass market.

Woden created the framework for Melvin that united its team around a single purpose, despite being spread across the country. The StoryKernel carved out a distinct space for Melvin Brewing in the crowded craft beer market, and gave its employees clear cultural guidelines that resonated with existing customers—while making the brand just accessible enough for those ready to merge old-school hip-hop and Asian food with beers that taste like madness.