The team at Harrington’s already had a plan underway to brew more limited release beers. We focused on developing a creative theme to compete with the mid to upper price point for these limited release beverages and also convey Harrington’s sense of humour and history.
We established a clear label hierarchy and delivered the brand story through tasting notes. All labels feature a short flavour profile, followed by a short, fun brand statement that refers to Harrington’s legacy. As legacy, humour and integrity are major parts of the brand story, we developed a new tagline to reflect this - Honestly crafty since 1991.
Within three months six new beers had been released and have been very well received with existing fans and distributors.