The Lagunitas Brewing Co. announced a packaging redesign across its portfolio of brands. The fan-favorite Lagunitas dog is now front-and-center on all cans, bottles and packs that will hit shelves beginning in October.
“We scrutinized our existing packaging and determined we needed our look to better match the quality of our great brews,” said Paige Guzman, Lagunitas’ chief marketing officer. “We refreshed our packaging design to build consistency across formats and brands, and to feature the Lagunitas dog in a bigger way. The new designs reflect the personality of the brews and brings in the playful, original style that Lagunitas is known for, as well as gives shoppers a sense for what they would experience if they picked up a Lagunitas brew.”
The final design works to help shoppers find the product, capture their attention at shelf, and improve their purchase intent – giving them a better opportunity to explore the delicious, flavorful world of Lagunitas brews across its different IPA styles, non-alcoholic portfolio and newly launched Disorderly TeaHouse, the company says.
“We didn’t take this change lightly. The redesign is a big undertaking and investment, and we wanted to ensure we went about it in the right way. To land on the best new packaging design, we talked to consumers and fans of our brand every step of the way, including conducting focus groups, interviews and quantitative research,” Guzman said.
Lagunitas also engaged its distributor network and received valuable feedback, which it implemented. The new packaging embodies the brand and who it has always been, it notes. It communicates faster what the brand stands for, and you know what you will get, according to the company.