NEW ENGLAND-STYLE IPA
Completed Fall 2013
Help consumers identify Harpoon's India Pale Ale as a New England-style IPA.
Before there was a microbrewery around every corner, the beer world was dominated by light lagers and Harpoon IPA was recognized for its unique style alone. Now that IPA's are an expected standard for any craft brewery, Harpoon hoped to give its drinkers the opportunity to recognize differences within the IPA segment.
A logotype to use on all Harpoon IPA packaging and POS
Art Direction: Adam Bailey and James Holzman
Unsurprisingly, I was inspired by quintessential New England signage and typography. (Check out my blog post summarizing my solo 30-mile bike trip on Cape Ann where one can become fully immersed in such art and design.) It's only fitting I ultimately used the typeface Portsmouth Second Fleet for the logotype.
PACKAGING & POS
Process and development available upon request.