![]() There’s great history, tradition, and craft behind these beers, but that doesn’t mean they can’t be uncomplicated and easy to drink. That’s a big reason why we started brewing UFO beers. “The less time that’s spent getting caught up in the details, the more time there is to actually enjoy the beer. “Choosing a beer shouldn’t be hard,” says Dan Kenary, Mass Bay Brewing Co. ![]() Consider your new hub for flavor adventures. The site will be chock-full of info about UFO beers, recipes (food and cocktail!) that infuse UFO beers, and fun ways to enjoy UFO beers without any sort of cooking going on anywhere around you. To go along with the new packaging, a brand new UFO website will launch on April 6th. The new colors and fonts, for example, are brighter, friendlier, and fun-er, conveying the flavorful, refreshing, unfiltered wheat beer goodness you can/should expect when you drink a UFO beer. ![]() Each element of the package is meant to provide subtle cues about the beer inside. It is designed to better communicate what UFO is all about. “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.The refreshed new UFO look was a collaborative effort between the Brewery’s in-house design team and Boston-based brand strategy firm, Catapult Thinking. 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. But, importantly, it does it with a look that’s. In London’s view, the brand’s new look does tell that story now. 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. The 2016 packaging (left) and the revamp that just debuted.Harpoon Brewery. 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.
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