If you ask craft beer geeks about the first IPA they fell in love with, you’re probably going to hear a lot about Dogfish Head’s continually hopped 60 Minute IPA. Called “the most balanced IPA on the market” by The Wall Street Journal, 60 Minute has a long history of converting beer novices into bona fide hop heads.
Originally released by Dogfish Head’s fearless leader Sam Calagione in 2003, Dogfish Head’s old school flagship IPA recently received a new school facelift. “While we loved our original label designs, we wanted our re-imagined artwork to be as colorful, ‘storyful’ and off-centered as the liquids within each can or bottle,” says Calagione. “Every one of our beers has a story to tell, and with our re-imagined label artwork, we are helping to tell each beer’s story in a visual manner.”
Brewed using a boatload of Northwest hops and then continually hopped with more than 60 hop additions for a full 60 minutes, this beer delivers a pungently citrusy, grassy hop flavor without being crushingly bitter. The artwork’s new, zany clocks help convey the brewing process that makes this beer so unforgettable.
“60 Minute IPA’s new look was designed by one of our in-house designers, Ryan Telle,” says Calagione. “He has been with us for a handful of years now and he created the design for our Slightly Mighty packaging as well.” When they started tossing around ideas, Calagione and Telle kept coming back to their desire to somehow illustrate their unique brewing process. “I wanted our invention of continual hopping – the brewing process used to create 60 Minute IPA – to be the focus.”
And so, Telle set to work. “With that story point in mind, Ryan came back with an artfully crafted concept featuring a Rube Goldberg-style contraption with a hand-drawn clock.” The resulting design is a beautifully chaotic image that, though abstract, tells you everything you need to know about how Dogfish Head’s best-selling beer is made.
Calagione’s first thought when he saw Telle’s interpretation? “It was perfect!”
In addition to 60 Minute, Calagione and Telle also redesigned their legendary 120 Minute IPA bottle carrier, with a sleek black and gold image that pops. So, is this just the beginning of a larger refresh of Dogfish Head’s label artwork? “No other redesigns are planned for this year,” Calagione says, “but who knows what 2021 will bring!”