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(Courtesy Dogfish Head Craft Brewery)
With more craft breweries than ever before vying for consumer attention, a beer’s artwork, it’s colors and imaging, have never been more important.
And Milton, Delaware-based Dogfish Head Brewery took The 120th day of the year (Monday, April 29), a day that the brewery officially celebrates its legendary 120 Minute IPA, and unveils its all-new beer packaging artwork, complete with brighter, more eye-catching graphics and a bigger, bolder “shark-and-shield” logo.
“Typically, the 120th day of the year means it’s time to crack a 120 Minute IPA and raise a glass to another year’s release of this beautiful beer,” said Sam Calagione, Dogfish Head Founder & Brewer….
“This year, I get to do that AND commemorate the official launch of our all-new beer packaging artwork, which is finally rolling out to shelves nationwide. It’s been a long, but rewarding journey to get to this new look, so raising a fresh 120 Minute IPA sounds like the perfect celebration to me!”
After a more than year-long exploration of its artistic look, Dogfish Head Brewery has rolled out new beer packaging artwork for all its brews – from the iconic, continually hopped 60 Minute IPA to the paloma-inspired, beer-cocktail hybrid Citrus Squall, and everything in between.
(Courtesy Dogfish Head Craft Brewery)
Feedback from fans informed the brand’s beer packaging redesign, which centered around three specific directives.
Celebrate Dogfish Head’s Nautical Roots.
Drawing inspiration from the brand’s coastal Delaware birthplace, each Dogfish Head beer’s new label design is anchored with a singular, nautical-centric “hero” illustration – a sailboat, a lighthouse, a compass and more.
Highlight Each Beer’s Flavor.
Honoring Dogfish Head’s longtime commitment to brewing beers with unique culinary ingredients outside the Reinheitsgebot (the German purity law stating beer must only be brewed with water, hops, barley and yeast), each beer’s new label also features drawings of its ingredients.
These drawings, coupled with two-word flavor descriptors, are intended to provide drinkers with clearer flavor expectations at shelf.
(Courtesy Dogfish Head Craft Brewery)
Give The Shark Room To Swim.
Dogfish Head’s new beer packaging highlights an enlarged, black-and-white version of the brand’s original “shark-and-shield” logo from the 90s.
This update allows the brand’s logo to stand out against its new, brighter-colored packaging, and ensures any thirsty souls traversing the craft beer isle can easily spot Dogfish Head’s products.
Dogfish Craft Head Craft Brewery has been brewing unique beers with high-caliber culinary ingredients and a winning sense of humor since the day it opened nearly 30 years ago.
And its bold new artwork captures all of that admirably.
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