Dogfish Head first opened in 1995, and it had the unique distinction of being the smallest brewery in the country. Innovation has always been at the heart of this off-centered brand, aiming to make truly unique beer options with the finest barley and hops using culinary ingredients from all around the world. Their refreshing new packaging rolls out this summer, honoring the spirit of the brand by highlighting their legacy of exploring amazing, high quality beers made with the best (and sometimes unexpected) ingredients and their trusted process.
“Dogfish’s aim was to create conformity across their beers without falling into the trap of being predictable and sterile. The familiar Dogfish ‘shark & shield’ logo and proprietary ‘Doggie’ font carry through from the old packaging into the new, while new illustrations, equally playful and whimsical, create realistic and authentic flavor expectations. These elements run consistently across the cartons, the six- and four-pack carriers, and the labels. They also put additional storytelling and experiential elements into the carrier to help better inform the consumer at the shelf. They filled the handle of the carrier with imagery of the ingredients you’ll find in the beer, giving consumers a literal handful of ingredients when they pick up their beer. The side panels feature a bottle silhouette that shows beer lovers exactly what they are getting, in terms of unique ingredients and creative processes along with storytelling elements to help them understand how each beer is made. Through their new packaging, they are bringing the battle back inside the bottle.”
“From a consumer perspective, craft beer offers more choices than ever before and Dogfish’s aim was for their loyal fans as well as new Dogfish drinkers to be able to easily identify and explore their beers on shelf. A consistency of design elements across the line delivers a Dogfish ‘brand block’ that serves as a beacon of off-centered goodness. They also want beer lovers to quickly locate key information, such as beer style, a short description of the beer, ABV, etc. Their new packaging puts that information—in the same on-package locations across their whole portfolio to allow for more effective and distinct storytelling at all of their retail outlets.”
Designed by Dogfish Head
Country: United States
