Dogfish Head Brewery is a brewing company based in Milton, Delaware. Opening in 1995, Dogfish Head was Delaware's first brewpub, and became the smallest commercial brewery in America. In addition to beer, they produce a variety of spirits such as vodka, gin, rum, and whiskey. Their products often use non-standard ingredients which only make them more unique.
When looking for a brand to redesign, I wanted to find the most random and interesting name. I came across Dogfish Head Brewery and we had a winner. The old design was more rustic with a sans serif font. Many of their spirits have a farm-like feel. I wanted to go in a completely different direction and make this a party alcohol. The kind of alcohol those in their 20's and 30's would grab for a night out.
The brand name as well as the illustrations are made to resemble neon signs; reminiscent of looking at signs of drinking establishments with your friends. While the flavors are not traditional nor do they sound appealing, they all maintain the same tone and convince the consumer it's worth trying.
