#HARPOON IPA IMAGES UPDATE#

Kenary said in the email to the Friends of Harpoon list that the new logo is only the first part of many proposed changes coming in 2016, the brewery’s 30th year in business. It is meant to catch the consumer’s eye and bring a little more personality to the package.” “It will likely be different for each person looking at the package (the tiger being independent and from India were just a couple examples of how it’s being interpreted). “The tiger icon may (or may not) help the consumer build one of many associations with Harpoon IPA,” Melby said in an email.

Tigers are also independent, just like employee-owned Harpoon.Īccording to Harpoon Director of Communications Liz Melby, the logo’s meaning is in the eye of the beholder. So why the change from a harpoon-wielding man to a tiger? Bostinno’s Alex Weaver noted that Tigers are from India, and Harpoon IPA is one of the most popular India Pale Ales in the nation. But we are working hard to tell the Harpoon story better to people who don’t know us as well as you do. Don’t worry, we are not changing who we are, or most importantly, the beer inside the bottle, can, or keg. Over the next several weeks you’ll start to see it first in a refreshed Harpoon IPA package and a revised Harpoon logo on all of our packaging. In an email to the Friends of Harpoon email list Thursday night, co-founder and CEO Dan Kenary described the change:Īs we head into our 30th year, it’s time for our logo and our branding to evolve.

#HARPOON IPA IMAGES UPDATE#

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.Harpoon Brewery has been a staple in Boston since its founding in 1986, and is generally considered one of the forefathers of the craft brewery movement that has changed beer consumption nationwide.īut even beloved companies need to shake things up once in awhile, and Harpoon is beginning a branding update of their own, starting with an updated logo for Harpoon IPA, their flagship beer. The distinctive Harpoon diamond takes the central location on 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 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. 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. 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. New elements include a bolder, larger Harpoon logo, a larger background check pattern, and a tiger icon. Since the original launch of Harpoon IPA in 1993, the craft beer aisle has grown exponentially.

Harpoon ipa images