Interact Boulder partnered with Dogfish Head Brewery to give the iconic brand a new look. The brand has an extensive line of brews, so Interact spent over eight months conducting in-depth market strategy and insights, on-premise immersions, concept development, and multiple rounds of revisions of the final artwork. It was quite an immense task, considering this heralded brand has over 30 SKUs, but the redesign situates Dogfish as less cluttered and more cohesive. Illustrations and a unique font really bring the packaging to life, allowing it to stand out in a sea of other beer options.

“Dogfish Head Brewery is a craft beer company based in Milton, Delaware and founded by Sam Calagione. It opened in 1995 and has since grown into one of the top 15 largest craft breweries in the country; still proudly independent to this day. Dogfish Head made a name for itself by being unconventional, ‘off-centered,’ wildly creative and fiercely independent. But over its 21 year history, Dogfish’s amazing stories would slowly become lost in a sea of inconsistencies.”

“Interact partnered with Dogfish to refresh its amazing library of beers and stories with a packaging redesign. We started by visiting our fast friends on their turf in Delaware, spending time at the Dogfish Inn, brewery, brew pub, campus and even their homes. We immersed ourselves in their incredible culture, their growing competition and discerning consumers. What we learned was clear: no brewery told a better story through its ingredients and beer than Dogfish.”