Overachieving beer
dogfish head
Services
Branding /
Illustration /
Packaging /
Reinvent /
Strategy
the insight
Everyone in craft is creative, but storytelling in the world of craft brews had become trite. Rather than “out-hop” one another, we shine a light on our unique stories and ingredients.
the big idea
Celebrate the “off-centered” ingredients and creativity that make us - and you - very special.
the effect:
20% increase in YOY sales
Our new story unified the brand portfolio (50+ SKUs). 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.
Before
After
