Who is Harpoon’s Brewmaster? What makes him so darn good?ĭ.K. We’ll introduce other takes on the style, but we may never look at another beer in the same way we look at Harpoon IPA.ĭ.L. It has a heritage now that we treasure and respect. Our IPA is the same as it ever was – and that’s part of what makes it unique. How do you continue to make Harpoon IPA stand out amongst the many IPAs available today?ĭan Kenary (D.K.)In some ways, it’s actually getting easier! We laugh about it sometimes because if you open a brewery in 2018, there’s no way you’re launching a crystal clear, balanced IPA as your flagship. With returning holiday favorites like Harpoon Winter Warmer and UFO Winter Blonde, as well as new collaboration beers like the highly anticipated Dunkin’ Coffee Porter, Harpoon has plenty of innovation on the docket to carry the portfolio into 2019 and beyond.ĭraught Lines spoke with the brewery’s CEO and co-founder Dan Kenary to talk collaborations, holiday beers & traditions and what we can look forward to from Harpoon in 2019.ĭraught Lines (D.L.) Your flagship IPA has been around since 1993. last year, the staying power of this brewery is impressive. Ranked 16th largest craft brewer in the U.S. Now 32 years young, it’s also Massachusetts’ oldest, continually operating brewery. Independent and employee-owned Harpoon is the second largest brewery in Massachusetts, behind Boston Beer Company. Harpoon’s motto, first coined when the brewery opened in 1986, embodies their pride in brewing great beer and enjoying the experiences paired with it. “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.Love Beer. 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. 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. 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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