![]() After the barrels were emptied, the two were blended into one beer in a 35 aged/65. 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 then brewed a fresh, heavily dry-hopped New England Rye IPA featuring some classic citrus-heavy hops. 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. Styled after an English IPA but brewed with distinctly American hops, it’s citrusy, refreshing, and perfectly balanced as perfect on a Cape Cod beach as it is in a VT ski lodge or Boston dive bar. “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. New England’s Original IPA As enjoyable today as it was in ‘93, IPA is a regional favorite and a craft beer classic. 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. 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. This proud heritage of Harpoon as the original IPA of New England needed to be expressed through its packaging. Harpoon Brewery IPA - Imperial / Double New England / Hazy Total () 31,934 Unique () 29,211 Monthly () 75 You 0 7.2 ABV 50 IBU (3.58) 27,494 Ratings Add Check-in Big & juicy hazy IPA brewed with buckwheat, kasha, and chia seeds with salt. Originally our summer seasonal in 1993, it is now available year-round. 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.
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