• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer
  • Advertise
  • About Craft Brewing Business

Craft Brewing Business

Professional Insight, Unfiltered

Craft Brewing Business Craft Brewing Business
  • News
  • Business & Marketing
  • Packaging & Distribution
  • Equipment & Systems
  • Ingredients & Supplies
  • Webinars & White Papers
  • News
  • Business & Marketing
  • Ingredients & Supplies
  • Packaging & Distribution
  • Equipment
  • Webinars & White Papers
  • COVID-19

Branding update: Finnegans shows off packaging for Hoppy Shepherd

February 17, 2016Chris Crowell

Finnegans is an awesome, self-sustaining and inspirational social business. Through the sale of its craft beer, Finnegans has created an innovative business model that allows the company to create community wealth — 100 percent of its profits are donated to the Finnegans Community Fund (501c3) to support hunger alleviation programs in every market where FIinnegans is sold. The organization has scaled giving program to Minnesota, Wisconsin, North Dakota, South Dakota and Iowa.

Pretty awesome. Just as awesome: Finnegans released the latest addition to its craft beer portfolio, Hoppy Shepherd session ale, which is making its way to liquor stores and pub taps with the help of Martin Williams.

“This is Finnegans first hop-forward beer offering,” said Steve Casey, VP and group creative director at Martin Williams. “And as it turns out, if you stare at a hop long enough, it starts to look like a little sheep. And that became the inspiration for the name and logo design.”

We are not sure how many Hoppy Shepherds you need to imbibe before hops turn into little sheep, but we like the concept and are determined to see this natural Magic Eye for ourselves. But before we do, lets check out the new packaging.

REMINDER: Here is your obligatory reminder on how important packaging is to your beer.

six pack branding

The logo features three sheep with hop bodies, each wearing a halo as a nod to Finnegans’ mission of doing good as the first beer company in the world to give 100 percent of its profits to hunger alleviation programs.

hoppy shepherd branding

“The bottle labels feature a bold Irish plaid pattern, which is a design element that we carried through everything,” continued Casey. “With over 100 craft breweries in Minnesota alone, we wanted to make sure the six-pack bottles looked like nothing else on the shelves.”

Martin Williams created the name, logo and package design, as well as tap handles, T-shirts, posters and coasters for the point of sale. The agency also gave it a digital presence on the Finnegans website and social platforms.

Hoppy Shepherd session ale joins Finnegans’ craft beer portfolio as a year-round offering to team with the flagship Irish Amber, along with limited release Dead Irish Poet Extra Stout and a soon to be announced summer release. Hoppy Shepherd will be available throughout the Midwest in Minnesota, Wisconsin, North Dakota, South Dakota and Iowa.

INX-2020-Trophy-Winner
INDIO Beer, Crown Brand Building Packaging of Mexico win the Colored by INX Can Design Contest
Ska-AllCan-Lineup2019-001
Ska Brewing releases first new can designs as part of a 2020 brand refresh
Dust Bowl Brewing Brand Refresh
Check out Dust Bowl Brewing’s rebrand for its 10-year anniversary
Deschutes Brewery
Virtual reality beer labels on the way from Deschutes Brewery

Reader Interactions

Comments

  1. Roman Stelmazuk says

    February 18, 2016 at 11:21 am

    Roman Stelmazuk liked this on Facebook.

    Log in to Reply
  2. Todd Parker says

    February 18, 2016 at 9:37 am

    Todd Parker liked this on Facebook.

    Log in to Reply
  3. crsimp01 says

    February 18, 2016 at 6:53 am

    Branding update: Finnegans shows off packaging for Hoppy Shepherd https://t.co/AUOmOTXFJ0 via @craftbrewingbiz

    Log in to Reply
  4. katelynreg says

    February 17, 2016 at 2:48 pm

    RT @CraftBrewingBiz: Branding update: @Finnegans shows off packaging for Hoppy Shepherd https://t.co/wmbkyzaU5G

    Log in to Reply

Leave a Reply Cancel reply

You must be logged in to post a comment.

Primary Sidebar

Latest News

  • Cheers to 10 Years: We should all strive to be Arizona Wilderness Brewing Co.
  • Watch famed gonzo illustrator Ralph Steadman discuss his Flying Dog beer labels
  • The all-new Papago Brewing taproom opens Friday
  • Michigan’s Dog Star Hops wins Chinook Cup for second year in a row

Sign up for our newsletter

unsubscribe from list

Most Popular Today

Recent Features

  • Arizona Wilderness BrewingCheers to 10 Years: We should all strive to be Arizona Wilderness Brewing Co.
    February 2, 2023
  • Watch famed gonzo illustrator Ralph Steadman discuss his Flying Dog beer labels
    February 2, 2023
  • Michigan’s Dog Star Hops wins Chinook Cup for second year in a row
    February 1, 2023
  • fort point both-ciders-3Fort Point Beer debuts cider line, explains why ciders instead of seltzers
    January 31, 2023
  • Watch a drone release insects over hop yards for sustainable pest control in this Yakima Chief Hops video series
    January 30, 2023
  • Distro update: Connecticut’s Two Roads Brewing goes to Colorado + news from Surreal, New Sarum and more
    January 30, 2023

Footer

  • Email Newsletter Sign Up
  • About Craft Brewing Business
  • Contact Us
  • Advertise on Craft Brewing Business
  • Media Kit Download
  • Privacy and Terms

© 2023 · CBB Media LLC