![]() “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. Boston, MA (November 12, 2015) – Harpoon IPA is sporting a new look.
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