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Lagunitas’ New Pack Design Showcases Playful Terrier Mascot

Lagunitas Brewing Company gives its packaging graphics a makeover to better reflect its quirky personality and improve purchase intent.

The redesign spanned 100 pieces of packaging and includes the graphics for its cans, bottles, and cartons.
The redesign spanned 100 pieces of packaging and includes the graphics for its cans, bottles, and cartons.

The Lagunitas Brewing Company has a history of creating hop-forward and innovative craft brews, with a quirky, inclusive style. As the company’s brewmaster says, “Lagunitas is made up of all kinds and creeds; punk rockers, misfits, ivy leaguers, weirdos, Waldos, Sparkle Ponies, musicians, and everything in between … Just a pack of stray dogs that found—despite our vast and wild differences—that the love and respect for the freedom to be different is what brought us together and made it all work.”

Unfortunately, until recently, Lagunitas’ packaging artwork was variable as its followers. Originally designed 30 years ago by the brewery’s founder in a strip-mall Kinko’s, the packaging had evolved through the years without a consistent strategy. In mid-2020, the brewery set out to create a masterbrand system that would allow for a cohesive look and feel across the portfolio. At the same time, from consumer research, it recognized that the existing packaging didn’t reflect Lagunitas’ personality or tell them much about the brews inside.

“Our packaging is arguably the most important branding and communications tool we have, so we wanted to make changes that reflect who we are and gives shoppers a sense for what they would experience if they picked up a Lagunitas brew,” says Paige Guzman, chief marketing officer for Lagunitas.


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