Flesh & Blood IPA

Flesh & Blood IPA

July 20, 2016 | Designed by Dogfish Head

“When Dogfish Head first opened in 1995, they had the unique distinction of being the smallest brewery in the country. For founder and president Sam Calagione, innovation wasn’t an option—it was the foundation for building an off-centered brand. Sam’s aspiration to make truly unique beers centered around his belief that culinary ingredients from around the world could be as integral for brewing distinct beers as the finest barley and hops. This summer Dogfish’s new packaging sets out to honor this foundational spirit of off-centered innovation through highlighting their legacy of exploring goodness through ingredients and process.”

Flesh & Blood IPA

“Dogfish’s aim was to create conformity across their beers without falling into the trap of being predictable and sterile. The familiar Dogfish ‘shark & shield’ logo and proprietary ‘Doggie’ font carry through from the old packaging into the new, while new illustrations, equally playful and whimsical, create realistic and authentic flavor expectations. These elements run consistently across the cartons, the six- and four-pack carriers, and the labels. They also put additional storytelling and experiential elements into the carrier to help better inform the consumer at the shelf. They filled the handle of the carrier with imagery of the ingredients you’ll find in the beer, giving consumers a literal handful of ingredients when they pick up their beer. The side panels feature a bottle silhouette that shows beer lovers exactly what they are getting, in terms of unique ingredients and creative processes along with storytelling elements to help them understand how each beer is made. Through their new packaging, they are bringing the battle back inside the bottle.”

Flesh & Blood IPA

“From a consumer perspective, craft beer offers more choices than ever before and Dogfish’s aim was for their loyal fans as well as new Dogfish drinkers to be able to easily identify and explore their beers on shelf. A consistency of design elements across the line delivers a Dogfish ‘brand block’ that serves as a beacon of off-centered goodness. They also want beer lovers to quickly locate key information, such as beer style, a short description of the beer, ABV, etc. Their new packaging puts that information in the same on-package locations across their whole portfolio to allow for more effective and distinct storytelling at all of their retail outlets.”

Design Credits:

Key Players: Dogfish Head: Sam Calagione, Founder & President; Neal Stewart, VP of Marketing; Tim Parrott, Design Lead
External Support: Interact, Boulder, CO

Comments (2)

  1. Very interesting article!

    If you are real beer lover, then read also my article about 10 best Belgian beers: http://elysianmoment.com/belgianbeer/
    And leave a comment, because I would like to know your opinion according the list!


  2. Come on, can we just be honest with ourselves and admit that dogfish head branding and visuals kinda suck. Its almost 2017 and they are stuck in 2002. Look at that box design. It’s pathetic.