Packaging refresh for Harpoon IPA including logotype, primary and secondary packaging.

To best celebrate Harpoon IPA's foundational place in the New England craft beer landscape, we leaned on Harpoon's most iconic assets and the memorable sites which define the region. The Iconic Harpoon Diamond has long been part of the brand packaging, but was always used as a background pattern and discreet signoff on the neck label. To optimize brand impact at shelf and memorability in consumer's minds, we supersized the Iconic Diamond to become the unifying brand asset. On either side of the Iconic Diamond, we have created bespoke illustrations to show off the unique attractions of the two Harpoon brewery locations, Boston and Windsor, VT.

"The redesign has been a real success! Our Harpoon IPA volume and rate of sale have been at their strongest level in the last 5 years during the latest 9-month period. In fact, our volume trends were about 10 points higher than they had been. We are confident that the packaging redesign drove a significant portion of the lift.

Our sales force, as well as our wholesalers, have also been consistently positive about the packaging. It’s definitely a huge win for the brand!" - Jon London CMO, Mass Bay Brewing Company