How Harpoon Brewery—Boston’s IPA Pioneer—Landed Its New Look

'They had a great story to tell, but they weren’t telling it on the packaging'

The "blurple" background includes prominent features of the Boston skyline (plus a few from Vermont, where Harpoon runs another brewery.) Harpoon Brewery

It’s hard to imagine a time when India pale ales were an exotic rarity, but if you were kicking around the East Coast in the 1980s, they actually were.

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@UpperEastRob Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.