How do you bottle the spirit of New England?
We needed to re-establish Harpoon IPA as a compellingly cool choice for the discerning IPA drinker. A brand-new visual identity system lives on pack and off, bringing character and storytelling to the brand.
To help the story be told loudly and proudly at shelf, we dramatically emphasized the Harpoon diamond asset to become the cornerstone of the design architecture.
The dramatic diamond serves as a unifying element on-pack and a cut-through navigational device in-store, heralding the confidence and stature of the brand.