HARPOON BRAND REFRESH
For this project, MBBC aimed to evolve the Harpoon IPA visual identity to better communicate the brand’s personality, story, benefits, and key values, while retaining the brand codes that resonate with current consumers. We collaborated with Chase Design Group to create an initial design for Harpoon IPA that would serve as a keystone for establishing a new packaging architecture and design system, adaptable for future portfolio offerings.
Articles on the Initial Design Concept:
Chase Design Group Post
AdWeek Article
Graphis Packaging 10
Chase Design Group provided us with a final design concept…
…which we refined and expanded into a versatile system adaptable across various formats, printing technologies, and materials.
Our team created branded assets that served as visual companions to the flagship Harpoon IPA while remaining flexible enough to transcend specific products—ranging from shipping containers that transformed into pop-up bars to custom pint glasses for local markets.
We also developed a suite of complementary products to round out the Harpoon IPA experience and crafted a collection of engaging support materials to enhance the brand's presence.
This page of Adam's portfolio was brought to you by…
The initial IPA design was crafted by the Chase Design Group.
All additional designs and support was handled by the MBBC Design and Brand Team.
Lead Designer and Art Director: Adam Bailey
Chief Marketing Officer: Jon London
Brand Managers: Tim Kast, Matt Przygoda
Senior Graphic Designer and Lead Illustrator: James Holzman
Graphic Designers: Victoria Elliott, Jim Dumas, and Anna Kelley
Director of Digital: Megan Baker
IPA Ad by: Purcell Agency