Dogfish Head 60 Minute IPA is a great beer with a great story. Made with a slew of Northwest hops, 60 Minute IPA is the beer Dogfish Head Founder Sam
Calagione made by “MacGyvering” an old, vibrating football game so the hops slid into his brew kettle for 60 straight minutes. (Yes, that is why it is called 60 Minute IPA.).
The beer is a liquid work of art. But Sam and company wondered if 60 Minute’s 13-year-old label still invited beer drinkers to discover the stories behind DFH’s “Off-Centered Ales”.
DFH teamed up with Boulder, Colorado design firm Interact for the redesign. Fred Hart, creative director for Interact, explains how the new label communicates Dogfish Head’s organic, DIY approach to brewing and constant pursuit of the world’s best (sometimes unusual, even ancient) ingredients:
“Sam’s beers are born out of a gritty kind of artistry and curiosity about what can be created when great ingredients are coaxed to give up their flavors to a brew. We want beer drinkers to get that vibe. So we shifted the shark & shield to be off-centered, inviting people to turn the bottle in their hand and discoverthe ingredients.
The hops are the star of 60 Minute, but the hops on the label couldn’t look generic or have a glossy kind of perfection. Artist John Vogl’s hop illustration is artistic, but raw with flat colors that add dimension and depth. The label as a whole works as an invitation to beer drinkers looking for craftsmanship
and authenticity to discover this great American IPA – either for the first time, or for a returning consumer, with a refreshed perspective.”