![]() ![]() “We’re not going with hippos on this one, lions on another one,” Storey said. They won’t necessarily all be animals, though. New icons will also appear on Harpoon’s packaging for its other beers. However, Storey said there’s no real back story to the tiger: It was just a random image that tested well with consumers. Yes, tigers live in India, so the animal could be construed as a reference to the history of the India Pale Ale style. But in simplifying the label, the designers decided that the word “Harpoon” was enough, that a silhouette of an actual harpoon was unnecessary, Storey said. When co-founders Rich Doyle and Dan Kenary started the company 29 years ago, they wanted a name that had some connection to the Boston area, and one that could be easily represented in a graphic image, Storey said. For more information about Harpoon beers and visiting the breweries, visit Click to expand.Actually, this article has more info on the tiger: In August 2014 Harpoon became an employee-owned company. Harpoon has since introduced the limited batch 100 Barrel Series and the as well as the all-natural Harpoon Craft Cider made from freshly pressed apples. In 2000 Harpoon purchased a second brewery in Windsor, VT, making Harpoon the 15th largest craft brewer in the US. Harpoon’s line of craft beer features its award winning IPA and UFO White beers, along with special seasonal selections. In 1986 Harpoon was issued Brewing Permit #001 by the Commonwealth of Massachusetts, since it was the first brewery to brew commercially in Boston after a dormant period of about 25 years. The Harpoon Brewery was founded by beer lovers Dan Kenary, Rich Doyle, and George Ligeti. After all, if beer drinkers had not been willing to embrace change over the past 30 years, we would all still be drinking light yellow lagers and not knowing what we were missing! I couldn’t be more excited about what’s ahead for Harpoon.” “The new IPA package and refreshed Harpoon logo are just the beginning,” Kenary adds. ![]() The transformation will be complete by the end of 2016. Next in line for the refresh is Harpoon Take 5 Session IPA, the brewery’s newest year-round beer released this past May, followed by their summer seasonal beer. “We needed to do a better job of communicating who we are in our packaging – we needed to let our personality shine through.” Boston-based brand strategy firm Catapult Thinking provided guidance through the process. “Our goal was to create something that would stand out on the shelves and draw the eye to the package,” says Bailey. The IPA package was designed by Harpoon’s in-house creative team, led by Creative Director Adam Bailey. New elements include a bolder, larger Harpoon logo, a larger background check pattern, and a tiger icon. The new design maintains several of the classic elements from the original Harpoon IPA package including the checked background pattern, the bluish-purple and orange color scheme, and the tiger lilies. The brewery’s flagship Harpoon IPA is the first to undergo the refresh. But we are working hard to do a better job of telling our story, especially to beer drinkers who may not know us well.” “We are not changing who we are, or most importantly, the beer inside the bottle, can, or keg. “As we head into our 30th year, it’s time for our logo and our branding to evolve,” said Harpoon CEO and co-founder Dan Kenary. While there have been tweaks to the Harpoon look over the years, this is the first comprehensive design refresh in Harpoon’s history.Ī video about Harpoon, featuring the new Harpoon IPA package, can be viewed here: The Harpoon Brewery has released a redesigned Harpoon IPA package and announced a stem-to-stern refresh of their brand design. Boston, MA (November 12, 2015) – Harpoon IPA is sporting a new look.
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