So we took that hazy pale ale recipe and multiplied everything by two (dry hops included), to create an extra citrusy and surprisingly crushable hazy IPA. 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. League is our ultimate cooldown companion, sometimes life calls for a beer that packs an even bigger refreshingly-tropical-hop-filled punch. He’s looked for them in a few liquor stores but didn't find any. 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. While Hawley tends to shy away from the spotlight, that doesn’t mean he's against seeing his face on Harpoon IPA bottles. 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. 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. Harpoon IPA Harpoon IPA is an interpretation of the classic English style using hops and malt produced in the United States.
Since the original launch of Harpoon IPA in 1993, the craft beer aisle has grown exponentially.
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