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.

Dogfish Head

brand position

Overachieving beer

Bottle Label Designs

Six Pack Design

Full Family Extension

Six Pack Design

Limited Artist Series Extension

Distillery Extension


increase in YOY sales

the consequence

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.

Dogfish Head before

Old Product Portfolio

Dogfish Head after interact

New Product Portfolio