![]() “The new IPA package and refreshed Harpoon logo are just the beginning,” Kenary adds. The transformation will be complete by the end of 2016. Next in line for the refresh is Harpoon Take 5 Session IPA, the brewery’s newest year-round beer released this past May, followed by their summer seasonal beer. “We needed to do a better job of communicating who we are in our packaging – we needed to let our personality shine through.” Boston-based brand strategy firm Catapult Thinking provided guidance through the process. “Our goal was to create something that would stand out on the shelves and draw the eye to the package,” says Bailey. The IPA package was designed by Harpoon’s in-house creative team, led by Creative Director Adam Bailey. New elements include a bolder, larger Harpoon logo, a larger background check pattern, and a tiger icon. The new design maintains several of the classic elements from the original Harpoon IPA package including the checked background pattern, the bluish-purple and orange color scheme, and the tiger lilies. The brewery’s flagship Harpoon IPA is the first to undergo the refresh. But we are working hard to do a better job of telling our story, especially to beer drinkers who may not know us well.” “We are not changing who we are, or most importantly, the beer inside the bottle, can, or keg. “As we head into our 30th year, it’s time for our logo and our branding to evolve,” said Harpoon CEO and co-founder Dan Kenary. While there have been tweaks to the Harpoon look over the years, this is the first comprehensive design refresh in Harpoon’s history.Ī video about Harpoon, featuring the new Harpoon IPA package, can be viewed here: The Harpoon Brewery has released a redesigned Harpoon IPA package and announced a stem-to-stern refresh of their brand design. “The Chase Design Group team found just the right balance to strengthen the connection with our current drinkers and attract new ones to the brand while allowing us to extend for future portfolio options,” says Jon London, Chief Marketing Officer, Harpoon Brewery.Boston, MA (November 12, 2015) – Harpoon IPA is sporting a new look. The messages, “Employee Owned,” and “New England’s Original IPA,” flanking the iconic letter “H” diamond, a subtle harpoon silhouette within the “P” of the Harpoon logo, and new lettering for the IPA were all added to make the bold design feel nuanced and crafted. The distinctive Harpoon diamond takes the central location on the pack, dynamically framing the brewery illustrations and also serving as a robust wayfinding device at shelf,” says Executive Creative Director Steve Dunphy, Chase Design Group.Īfter adjusting the label hierarchy, the Chase team then focused on the details of the design. As one of the very first craft beers in New England, it felt only right to celebrate both the original South Boston and the Windsor, Vermont breweries on the pack. “Harpoon IPA had built up a unique set of iconic assets, but this set of tools failed to fully relay their incredibly unique brand narrative in the crowded craft cooler. Chase carefully evolved key brand equities, including the vibrant blue background, orange accents, and the Harpoon logo while adding new illustrative elements to the pack. This proud heritage of Harpoon as the original IPA of New England needed to be expressed through its packaging. Its employee-owned breweries located in Boston, MA and Windsor, VT, focus on community involvement and a passion for charity. The Chase design team began by digging into what separates Harpoon from the competition. They turned to creative agency Chase Design Group to help communicate the brand’s personality, and express its values with breakthrough design. Harpoon Brewery decided it was time for a redesign that would help it stand out in the category and tell its unique story. As a result, it became harder for Harpoon to distinguish itself and grab the attention of new consumers. Throughout the years, the craft beer category ballooned with new offerings and specifically new IPAs. At its onset, Harpoon IPA, New England’s original IPA, was one of only a handful of craft beers brewed on the east coast, and it quickly became a bestseller known for its “easy-drinking” flavor profile. "Since the original launch of Harpoon IPA in 1993, the craft beer aisle has grown exponentially. Led by Chase Design Group, the design team leaned into the existing brand assets and evolved them. So we were pretty surprised in the past few months to see Harpoon quietly unveil their redesign, as you couldn’t pass a beer cooler without taking notice of it. Some of us call New England home, and the sight of Harpoon is about as common as a Dunkin’ every half a mile.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |