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Fred Hart of Interact Boulder on the Packaging Rebrand for Dogfish Head
During my planning process for the Brand Forward design seminar at CBC, I had the pleasure of connecting with Fred Hart of Interact. Fred and his team do some great work, including the Dogfish Head packaging rebrand. After some insightful conversations, I thought Fred would be a wonderful guest to have on this show.
There’s a lot that goes into a rebrand, and it was definitely fun to hear some inside details on this one. Dogfish Head, in all of its great history, had never worked with an agency. Looking back at their existing packaging, things were all over the place and did not have much of any consistent structure. Interact worked with Dogfish to dig deep into some core brand elements and brought those to life in an entirely new packaging system.
The end result?
20% increase in year-over-year sales. Something that is pretty much unheard of for a brewery the size of Dogfish.
I hope you enjoy this interview as much as I did. Join in with Fred Hart of Interact on this episode of Branding Brews.