NEW ENGLAND-STYLE IPA

Completed Fall 2013

CHALLENGE

Help consumers identify Harpoon's India Pale Ale as a New England-style IPA.

BACKGROUND

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.

SOLUTION

A logotype to use on all Harpoon IPA packaging and POS

CREDITS

Art Direction: Adam Bailey and James Holzman

Property of Harpoon Brewery

Property of Harpoon Brewery

 

LOGO DEVELOPMENT

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

Back Label for Harpoon IPA. Printed on thousands of bottles in the Harpoon Brewery distribution area (basically, east of the Mississippi River)

Back Label for Harpoon IPA. Printed on thousands of bottles in the Harpoon Brewery distribution area (basically, east of the Mississippi River)

Poster 18" x 24" 

Coasters used in the Harpoon Brewery and at on-premise (bars, restaurants, etc.) accounts.

Coasters used in the Harpoon Brewery and at on-premise (bars, restaurants, etc.) accounts.

Process and development available upon request.