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New England’s Original IPA Gets a ‘Wicked’ New Look

One of the first craft brewers in New England, Harpoon Brewery aims to spear new business while distinguishing itself in the crowded craft category with a new package design that leverages iconic assets.

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.
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.

Since the original launch of Harpoon IPA in 1993, the craft beer aisle has grown exponentially. 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 BEFORE the redesignHarpoon IPA BEFORE the redesignHarpoon IPA BEFORE the redesignHarpoon IPA BEFORE the redesignThroughout the years, the craft beer category ballooned with new offerings and specifically new IPAs. As a result, it became harder for Harpoon to distinguish itself and grab the attention of new consumers. Consequently, Harpoon Brewery decided it was time for a redesign that would help it stand out in the category and tell its unique story. The company turned to creative agency Chase Design Group to help communicate the brand’s personality and express its values with breakthrough design.

The Chase design team began by digging into what separates Harpoon from the competition. Its employee-owned breweries, located in Boston, Mass., and Windsor, Vt., focus on community involvement and a passion for charity. This proud heritage of Harpoon as the original IPA of New England needed to be expressed through its packaging. 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.


See it Live at PACK EXPO Connects Nov. 9-13: Filling Technology for the Wine + Spirits Industry, by Fogg Filler Company. Preview the Showroom Here.

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