Everyone is familiar with the old saying ‘if it ain’t broke, don’t fix it’, but in the competitive world of craft beer, even a successful company needs to be proactive and ready itself for change. This is exactly what our friends at Dogfish Head Brewery have recently done as they unveil a new package design that emphasizes the creativity and quality that go into every batch of beer.
The new label artwork is a collaboration effort between Dogfish Head personnel and Interact Boulder, a Colorado package design firm. Dogfish Head has already committed seven of its core brands to the new jacket design and will likely add more later this year. Dogfish Head founder Sam Calagione says the new design fits perfectly with his brewery’s penchant for off- centered innovation- a hallmark of the business that can be traced all the way back to 1995 when the company first opened its doors.
“My goal was to make truly unique beers based on the idea that culinary ingredients from around the world could be as integral to brewing distinct beers as the finest barley and hops,” Calagione explains.
These new label designs are much more than an artistic sleeve intended to grab attention for visual appeal. The side panel of each label illustrates the specific ingredients and brewing process that makes each Dogfish Head beer unique. At a glance, consumers will know what goes into each bottle and how it is made, along with other key information such as beer style and alcohol by volume. Calagione says these changes will make it easier for consumers to know what they are buying.
“We wanted to create some uniformity across our portfolio without falling into the trap of being predictable and sterile,” Calagione says.
Some parts of the original design will remain, namely the Dogfish Head “shark and shield” logo and the proprietary “Doggie” font. These have become highly recognizable aspects of Dogfish Head beer and there is no reason to remove them. They will remain part of the packaging as the company transitions from the old design to the new.
Change is inevitable in any industry. With more craft breweries opening up every day and competition for consumer dollars on the rise, every business needs to maintain a competitive advantage. Leave it to Dogfish Head Brewery to stay on the cutting edge, updating the packaging of an already successful product and demonstrating smart, proactive business sensibilities. For more information on Dogfish Head Brewery, be sure to visit www.dogfishhead.com
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