Dogfish Head Unveils New Packaging

Dogfish Head beers will soon look quite different.

Dogfish Head Craft Brewery has unveiled a new packaging design that “brings focus to the creativity, high quality and often-rare ingredients” that go into their portfolio of beers, the company says in a press release.

The project was a collaboration between Dogfish’s in-house creative team and Interact Boulder, a Colorado-based strategic packaging design firm. Seven Dogfish brands showcasing the new design will hit shelves in early fall, with additional brands to come later in the year.

Ingredients are the stars of the design, the company says, showcased in “playful illustrations that create realistic and authentic flavor expectations in an off-centered manner.” For example, shoppers can see what goes into each bottle by viewing the side panel of each carrier, which highlights the specific ingredients and brewing processes involved in creating that beer.

Screen Shot 2016-09-02 at 11.29.15 AMThe handle area is also an updated feature, offering consumers a literal handful of the ingredients when proudly holding a 4- or 6- pack.

The new design also organizes key information, such as beer style and ABV, in a way that makes it easier for consumers to shop.

“We wanted to create some uniformity across our portfolio without falling into the trap of being predictable and sterile,” says Dogfish Head founder and president Sam Calagione.

The iconic Dogfish Head “shark and shield” logo and proprietary “Doggie” font are the two recognizable design elements that will carry through from the old packaging into the new style.

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