It’s OK if you answered “no” and didn’t click this. But since you are reading this, I guess you said “yes.” So, here you go:
The Lagunitas Brewing Co. 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.”
“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,” said Guzman.
Lagunitas also engaged its distributor network and received valuable feedback, which it implemented. It communicates faster what the brand stands for, and you know what you will get.