Harpoon Brewery Launches Brand Refresh With New IPA Package Design
(Boston, MA) – Harpoon IPA is sporting a new look. The Harpoon Brewery has released a redesigned Harpoon IPA package and announced a stem-to-stern refresh of their brand design. While there have been tweaks to the Harpoon look over the years, this is the first comprehensive design refresh in Harpoon’s history.
“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. “We are not changing who we are, or most importantly, the beer inside the bottle, can, or keg. But we are working hard to do a better job of telling our story, especially to beer drinkers who may not know us well.”
The brewery’s flagship Harpoon IPA is the first to undergo the refresh. 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. New elements include a bolder, larger Harpoon logo, a larger background check pattern, and a tiger icon.
The IPA package was designed by Harpoon’s in-house creative team, led by Creative Director Adam Bailey. “Our goal was to create something that would stand out on the shelves and draw the eye to the package,” says Bailey. “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.
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. The transformation will be complete by the end of 2016.
“The new IPA package and refreshed Harpoon logo are just the beginning,” Kenary adds. “Change can be tough, but we love it. 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.”
About the Harpoon Brewery:
The Harpoon Brewery was founded by beer lovers Dan Kenary, Rich Doyle, and George Ligeti. In 1986 Harpoon was issued Brewing Permit #001 by the Commonwealth of Massachusetts, since it was the first brewery to brew commercially in Boston after a dormant period of about 25 years. Harpoon’s line of craft beer features its award winning IPA and UFO White beers, along with special seasonal selections. In 2000 Harpoon purchased a second brewery in Windsor, VT, making Harpoon the 15th largest craft brewer in the US. Harpoon has since introduced the limited batch 100 Barrel Series and the as well as the all-natural Harpoon Craft Cider made from freshly pressed apples. In August 2014 Harpoon became an employee-owned company.