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

20%

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