Dogfish Head has unveiled a new packaging design for its beer brands.
The project was a collaboration between Dogfish’s in-house creative team and Interact Boulder, a Colorado-based strategic packaging design firm.
Seven Dogfish brands showcasing the new design will hit shelves in early September with additional brands to come later in the year.
The new designs set out to honor a foundational spirit of off-centered innovation and imagination by highlighting Dogfish’s legacy of exploring goodness through ingredients and process, a brewery release stated. When Dogfish Head founder and president Sam Calagione opened the brewery in 1995, innovation wasn’t an option—it was the foundation for building an off-centered brand
When Dogfish Head founder and president Sam Calagione opened the brewery in 1995, innovation wasn’t an option—it was the foundation for building an off-centered brand, the released stated “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 stated.
Ingredients are featured in the design. For example, shoppers can see what goes into each bottle by viewing the side panel of each carrier, which highlights the specific ingredients and unique brewing processes involved in creating that beer.
The new design also organizes key information, such as beer style and ABV, in a way that makes it easier for consumers to shop.
“We wanted to create some uniformity across our portfolio without falling into the trap of being predictable and sterile,” Calagione says. The iconic Dogfish Head “shark and shield” logo and proprietary “Doggie” font are the two recognizable design elements that will carry through from the old packaging into the new style.
Dogfish Head has grown into a 200-plus person company based in Delaware with a brewpub/distillery in Rehoboth Beach, a seafood restaurant in Rehoboth Beach, a beer-themed inn on the harbor in Lewes and a production brewery/distillery in Milton.
Dogfish Head currently sells beer in 31 states.
Sales gains at Dogfish slowed down last year, as the company refrained from discounting and worked on its marketing and branding.
The craft brewing industry overall has expanded rapidly, with some of Dogfish’s Western counterparts opening breweries out East.
In addition, the nation’s largest brewers have stepped up competition by snapping up craft brewers that make no mention of their new owners.
The landscape is expected to change further with the pending merger of SAP Miller and Anheuser-Busch Inbev, a controversial deal that will unite two of the world’s largest breweries.