Chase carefully evolved key brand equities. Kenary said in the email to the Friends of Harpoon list that the new logo is only the first part of many proposed changes coming in 2016, the brewery’s 30th year in business. This proud heritage of Harpoon as the original IPA of New England needed to be expressed through its packaging. It is meant to catch the consumer’s eye and bring a little more personality to the package.” WE’RE HIRING Click here to learn more and apply. “It will likely be different for each person looking at the package (the tiger being independent and from India were just a couple examples of how it’s being interpreted). We are excited to welcome you to the Harpoon Beer Hall in Boston’s Seaport District 306 Northern Avenue Boston, MA 02210 We look forward to hosting you to enjoy fresh beer, cider, and seltzer, and delicious food prepared right here in our Harpoon Kitchen. New elements include a bolder, larger Harpoon logo, a larger background check pattern and a tiger icon. “The tiger icon may (or may not) help the consumer build one of many associations with Harpoon IPA,” Melby said in an email. The new design maintains several of the classic elements from the original Harpoon IPA package including the checked background pattern, the bluish-purple and orange color scheme and the tiger lilies. Tigers are also independent, just like employee-owned Harpoon.Īccording to Harpoon Director of Communications Liz Melby, the logo’s meaning is in the eye of the beholder. So why the change from a harpoon-wielding man to a tiger? Bostinno’s Alex Weaver noted that Tigers are from India, and Harpoon IPA is one of the most popular India Pale Ales in the nation. But we are working hard to tell the Harpoon story better to people who don’t know us as well as you do. Don’t worry, we are not changing who we are, or most importantly, the beer inside the bottle, can, or keg. Over the next several weeks you’ll start to see it first in a refreshed Harpoon IPA package and a revised Harpoon logo on all of our packaging.
In an email to the Friends of Harpoon email list Thursday night, co-founder and CEO Dan Kenary described the change:Īs we head into our 30th year, it’s time for our logo and our branding to evolve.
#Harpoon ipa logo update#
Harpoon Brewery has been a staple in Boston since its founding in 1986, and is generally considered one of the forefathers of the craft brewery movement that has changed beer consumption nationwide.īut even beloved companies need to shake things up once in awhile, and Harpoon is beginning a branding update of their own, starting with an updated logo for Harpoon IPA, their flagship beer.
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