After all, if beer drinkers had not been willing to embrace change over the past 30 years, we would all still be drinking light yellow lagers and not knowing what we were missing! I couldn’t be more excited about what’s ahead for Harpoon. “The new IPA package and refreshed Harpoon logo are just the beginning,” Kenary added. The transformation will be complete by the end of 2016. Not only will the event give attendees the first tastes of the new brews, but it will also feature the return of the limited-edition Dunkin' Harpoon IPA Donut which last year became Dunkin's. 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. Most Recent Top Raters Highest Score Rated By Ticked By 4. Harpoon IPA was ranked atop both domestic and imported IPAs by Beer Connoisseur Magazine. “Our goal was to create something that would stand out on the shelves and draw the eye to the package,” Bailey said. Originally our summer seasonal in 1993, it is now available year-round. RELATED: Talking cut-and-stack labels with Oak Printing The IPA package was designed by Harpoon’s in-house creative team, led by Creative Director Adam Bailey. The IPA had a few years there in the late 2010s when it was the trendiest beer in the game. The collaboration has four brews the returning Pumpkin. New elements include a bolder, larger Harpoon logo, a larger background check pattern and a tiger icon. Harpoon and Dunkin’, who first paired up in 2018, kicked off fall a little early by unveiling the fourth iteration of its beers together. 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. 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 major design refresh in Harpoon’s history. Next up for a refresh: Harpoon IPA - the first in a total brand redesign. There are more, and this makes sense because we know the impact of marketing and labels in particular has been big on buying decisions. The drink tastes just like a beer, hoppy and light, but you will not get a buzz from drinking it. This usually means it is time for a new look. Harpoon Brewery announced the launch of Open League, a non-alcoholic, hazy IPA. With so many new craft breweries (the most ever, actually), the older guard needs to defend its well earned turf.
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