Innovation has always been at the heart of Dogfish Head brewery, which aims to provide a wide variety of beer options. New packaging is rolling out this summer, executed by the inhouse design team, highlighting the legacy of exploring creative options, ingredients and processes. The company’s familiar “shark & shield” logo and “Doggie” font carry through from the old packaging into the redesigns, while whimsical new illustrations focus on giving rise to flavor expectations and communicated the ingredients to be found in each beer.
These elements run consistently across the cartons, labels and packs. To make it easier for consumers to locate key product information and styles, the new packaging puts short descriptions and additional information in the same on-package locations across the whole portfolio.