“Harpoon IPA had built up a unique set of iconic assets, but this set of tools failed to fully relay their incredibly unique brand narrative in the crowded craft cooler. Chase carefully evolved key brand equities, including the vibrant blue background, orange accents, and the Harpoon logo while adding new illustrative elements to the pack. This proud heritage of Harpoon as the original IPA of New England needed to be expressed through its packaging. Its employee-owned breweries located in Boston, MA and Windsor, VT, focus on community involvement and a passion for charity. The Chase design team began by digging into what separates Harpoon from the competition. They turned to creative agency Chase Design Group to help communicate the brand’s personality, and express its values with breakthrough design. Harpoon Brewery decided it was time for a redesign that would help it stand out in the category and tell its unique story. As a result, it became harder for Harpoon to distinguish itself and grab the attention of new consumers. Throughout the years, the craft beer category ballooned with new offerings and specifically new IPAs. At its onset, Harpoon IPA, New England’s original IPA, was one of only a handful of craft beers brewed on the east coast, and it quickly became a bestseller known for its “easy-drinking” flavor profile. "Since the original launch of Harpoon IPA in 1993, the craft beer aisle has grown exponentially. Led by Chase Design Group, the design team leaned into the existing brand assets and evolved them. So we were pretty surprised in the past few months to see Harpoon quietly unveil their redesign, as you couldn’t pass a beer cooler without taking notice of it. Overall: It’s a nice beer, and big, and doesn’t shy away from the hops without going out of balance.Some of us call New England home, and the sight of Harpoon is about as common as a Dunkin’ every half a mile. Mouthfeel: Medium-full body, clean but with a long lingering bitterness into the finish. Clean malt with a bit of caramel and honey. Alcohol spiciness as well, not hot but present.
Some citrus fruitiness (blood orange) with spicy peel and pith (pink grapefruit). Taste: Solid bitterness that’s herbal with some resinous sap and a touch of black tea.
It’s got a pretty classic DIPA aroma profile without feeling “dated,” if that makes sense. Smell: Pine and candied citrus with some sweet, perfumey alcohol notes, and a big earthy streak of hop resin. Classic!Īppearance: Deep copper color, unfiltered, rocky off-white head. The hop bill is simple enough: Chinook, Cascade, and Centennial. It’s classic and familiar but brings our flagship into a whole new world of hoppiness. We took our iconic IPA recipe and made some tweaks- jacking up the ABV up to a whopping 9.0% and doubling down on dry hops with two pounds per barrel. Introducing Imperial Harpoon IPA: Big & Limited Edition. We’d never change Harpoon IPA- it’s New England’s Original IPA after all- but that doesn’t mean we can’t have fun with it. The beer is 9% alcohol by volume with 60 IBUs the website description says: I’d posted about the release and Harpoon sent me a can to sample recently, so I figured since we’re still only a week out from December I’d get a review posted. For the month of December, Boston’s Harpoon Brewery released a doubled-up version of its flagship Harpoon IPA, in what it dubs its “Big & Limited Edition” (series? one-off?): Imperial Harpoon IPA.
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