The messages, “Employee Owned,” and “New England’s Original IPA,” flanking the iconic letter “H” diamond, a subtle harpoon silhouette within the “P” of the Harpoon logo, and new lettering for the IPA were all added to make the bold design feel nuanced and crafted. 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.” says Executive Creative Director Steve Dunphy, Chase Design Group.Īfter adjusting the label hierarchy, the Chase team then focused on the details of the design. As one of the very first craft beers in New England, it felt only right to celebrate both the original South Boston and the Windsor, Vermont breweries on pack. “Harpoon IPA had built up a unique set of iconic assets, but this set of tools failed to fully relay their incredibly unique brand narrative in the crowded craft cooler. 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.
This proud heritage of Harpoon as the original IPA of New England needed to be expressed through its packaging. Its employee-owned breweries located in Boston, MA and Windsor, VT, focus on community involvement and a passion for charity. The Chase design team began by digging into what separates Harpoon from the competition. They turned to creative agency, Chase Design Group, to help communicate the brand’s personality, and express its values with breakthrough design. Harpoon Brewery decided it was time for a redesign that would help it stand out in the category and tell its unique story. As a result, it became harder for Harpoon to distinguish itself and grab the attention of new consumers.
Throughout the years the craft beer category ballooned with new offerings and specifically new IPAs. 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. You’ll get some great craft beer (lots of it) and a sampling of some of the awesome food Cavanaugh’s Rittenhouse has to offer.Ĭheck them out next month when they have Long Trail Brewing.Since the original launch of Harpoon IPA in 1993, the craft beer aisle has grown exponentially. Spiced beer, spiced cake, wonderful ending to a wonderful meal.įor $20, this is definitely worth checking out at least once. Lastly was a dessert of spiced bread pudding, served with a dollop of whipped cream and Harpoon’s Belgian Pale Ale. The sliders were sweet and tangy, served with a pickle slice speared through the top. This is a red ale with just enough hop and malty deliciousness. 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. Paired together, it accented the full-bodied finish in the beer.īBQ Sliders followed, paired with the seasonal Harpoon Celtic Ale. New elements include a bolder, larger Harpoon logo, a larger background check pattern, and a tiger icon. It was served with both a creamy sauce and a marinara, which worked nicely with the sweetness of the UFO.
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The 2nd course saw the UFO White paired with something I thought I had dreamed of – fried balls of mac ‘n cheese, packed with crabmeat.
If this were any indicator of how the rest of the courses would go, we were in for a treat. It wasn’t too salty, and the heat was actually a great compliment to the hoppiness of the Harpoon IPA.
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The soup was delicious, chock full o’ red onion, avocado, and tortilla strips. Ultimately the beer-to-food ratio is a little heavier on the libation side, so you may want to order some of Cavanaugh’s awesome wings while you’re at it.įirst course was the Harpoon IPA paired with a spicy chicken tortilla soup. The pairings are done as a pint with each course, and a tasting plate with each. We checked it out this past week where they featured UFO and Harpoon beers, and were really impressed with the offerings.
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Feel free to Tag yourself in the Facebook gallery as wellĬavanaugh’s Rittenhouse runs a monthly “Brew and Chew,” where for $20 you can sample a selection of beers paired up with their great pub grub we all know and love.
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