That’s a big reason why we started brewing UFO beers. “The less time that’s spent getting caught up in the details, the more time there is to actually enjoy the beer. “Choosing a beer shouldn’t be hard,” says Dan Kenary, Mass Bay Brewing Co. Consider your new hub for flavor adventures.
The site will be chock-full of info about UFO beers, recipes (food and cocktail!) that infuse UFO beers, and fun ways to enjoy UFO beers without any sort of cooking going on anywhere around you. To go along with the new packaging, a brand new UFO website will launch on April 6th. The new colors and fonts, for example, are brighter, friendlier, and fun-er, conveying the flavorful, refreshing, unfiltered wheat beer goodness you can/should expect when you drink a UFO beer. Each element of the package is meant to provide subtle cues about the beer inside. It is designed to better communicate what UFO is all about. The refreshed new UFO look was a collaborative effort between the Brewery’s in-house design team and Boston-based brand strategy firm, Catapult Thinking. Discovery is half the fun in beer drinking, right?”
We’ve put a lot of thought into every piece of it so that the curious beer drinkers out there get a hint of the adventure that awaits, without giving too much away. Now they’ve got the look and voice to match what they’ve always been.
#Harpoon ufo white unfiltered beer alcohol full#
“These beers are brewed to be fun, interesting, and full of flavor. Consumers have shown strong positive reactions to the space direction, noting that it’s unique, interesting, engaging, fun and ownable.Īlthough UFO White is the first to receive the fresh look, this spring, the entire lineup of UFO beers, including Light Force, Maine Blueberry and Boarding Pass IPA, will debut new packaging, along with seasonal releases like Georgia Peach, Big Squeeze, Pumpkin and Winter Blonde.“UFO is raring to take off,” says UFO Brand Manager, Victoria Kidder. Research also indicated significant preference for the new design versus the old. In trials, the new packaging elicited strong purchase intent among UFO and non-UFO drinkers alike. It was also key for us to use packaging to tell more of a story, placing you in the night sky with a UFO and showing consumers the brand’s personality and adventurous spirit.” For UFO White, that means calling out that it is brewed with orange peel exclusively sourced from California, and freshly ground coriander. Bay Brewing Co.’s Project and Brand Coordinator Sam Routhier explains, “It has always been important to us that UFO beers communicate approachability to consumers, but with this redesign we want quality to be just as apparent. Although spaceships and outer space have been used in the branding before, both will be featured more prominently on the refreshed packaging.Īs for what this new design will convey to consumers, Mass.
The clever execution gives the brand a fun, crafty look and feel that is unique among the competition. Specifically, the folks at UFO decided to make a more conscious connection with outer space and the connotation of the name UFO. From the name (which is being updated to UFO Beer Company), to the logo, to the architecture and illustration of the labels, this new packaging tells a clearer and more compelling story about the beer. What will change? Simply put, everything except the actual beer. So, the decision was made to refresh the packaging to better showcase UFO as an independent craft beer brewed with quality ingredients and to reflect the curiosity and exploration behind these wheat beers. After several years, it was obvious that the existing branding just wasn’t giving customers enough to get excited about. Since 1998, UFO has been a part of Harpoon Brewery’s portfolio, but in 2016, these “UnFiltered Offerings” jumped ship to become a separate brand. If these aren’t the words that come to mind when thinking of Mass Bay Brewing Co.’s UFO White, they will be soon. An Out of This World Brand Refresh Will Launch UFO to New Heightsįun.
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