Beers are enjoyed best with friends.
Harpoon Brewery has been crafting beer for New Englanders for 30 years. Faced with increased competition and an outdated packaging design language, Harpoon needed to refresh its brand and packaging to be more relevant to new audiences while also reinforcing meaningful brand equities.
Catapult worked with Harpoon to establish a design development process that was grounded in strategy, guided by consumer insights, and that engaged the employee owners of the brewery in the process.
The result was a refreshed identity for the Harpoon brand, a new design language for its product lines, and the successful launch of a new packaging design system for its flagship IPA.