Dogfish Head 60 Minute IPA Packaging concept
The redesign aims to highlight the nautical history of Dogfish Head, Maine. The new bottle label intends to unify Dogfish Head's Minute IPA line by allowing the 60, 90 and 120 Minute IPA information to exist within a similar composition.
The hand numbering on labels retains Dogfish Head's handcrafted microbrew feel.
The six-pack carrier concept is attributed to how Dogfish Head, Maine acquired its' name. Just like the fishermen of that area, the consumer now has a lobster trap full of dogfish.