Dogfish Head

Branding | Illustration | Packaging | Reinvent | Strategy
dogfish head Packaging Design

Craft beer trailblazer and veteran, Dogfish Head, came to us in need of a brand identity that could tell their story in a cohesive way, while still letting each individual brew shine. Over the years, the portfolio had begun to feel fragmented due to design and hierarchy challenges. In a category where creative, over-the-top and unique packaging is almost a given, we realized that storytelling was a stale, long-defunct tool in the world of craft beer. Rather than “out-hopping” competitors, we chose to shine a light on Dogfish Head’s rich roots story, non traditional brewing methods, and unusual ingredients. 

dog fish head packaging before

Before

dog fish head packaging redesign

After

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dogfish head package rebrand

This new story-driven strategy along with a strong brand identity and roadmap for how products fit into the portfolio unified the brand of 50+ SKUs and created powerful recognizability/shelf impact. Each beer now tells a special, transparent tale about itself, and the unique ingredients within are deconstructed and celebrated on the side of every six-pack. Since it’s rebrand, Dogfish Head Brewery has celebrated 20% in YOY sales.

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