Shipyard American IPA

Agency: Butcher & Gundersen
Project Type: Commercial Work
Client: Marston’s
Location: UK

London based agency Butcher & Gundersen have developed new branding and packaging design for Shipyard American IPA, the latest addition to the successful collaboration between UK-based Marston’s and US brewery the Shipyard Brewing Co of Portland.

The new 500ml bottled American IPA, due to launch this month in the off trade market, is slightly stronger than its draught predecessor at 5% abv and combines the finest malted barley with audacious American hops, giving a refreshing grapefruit-citrus flavour.

The refreshed design gives the new bottles an ultra modern look, using a bold red, white & blue colour scheme to enhance the American feel of the ale and give a strong on-shelf presence. In keeping with the brand, the Shipyard logo has been simplified and incorporated into the circular ‘stamp’ on the main bottle label, and the ship illustration is now used on the neck label to convey the brand’s heritage.

Carl Middleton, Head of Off Trade & Export at Marston’s, said: “Both APA and IPA value and volume growth outperforms the total PBA market, so we feel the introduction of the 500ml Shipyard American IPA will capitalise on the consumer thirst for American beer.“

Zeffy Dougekou, Creative Director at Butcher & Gundersen, added: “It has been great to work on updating the Shipyard brand to offer a bold, confident look and feel to the new American IPA – we think that the bottles will give a strong stand out to a wonderful product with great flavour…definitely one worth trying!“

Shipyard American IPA launches in Asda stores from August 2015 and Tesco from October 2015.

The Unique Points Of The Packaging (if any): The refreshed design gives the new bottles an ultra modern look, using a bold red, white & blue colour scheme to enhance the American feel of the ale and give a strong on-shelf presence. In keeping with the brand, the Shipyard logo has been simplified and incorporated into the circular ‘stamp’ on the main bottle label, and the ship illustration is now used on the neck label to convey the brand’s heritage.