Torpedo IPA
Brand Update and Packaging Redesign
The Challenge
Torpedo IPA wasn’t just another beer—it was a game-changer. When it launched in 2010, it was bold, unapologetically hoppy, and smooth as hell. Drinking one felt like walking through a redwood forest—big, piney, and awe-inspiring. It took off fast, moving from a regional release to a national staple in just a few years.
But craft beer evolved. Newer, flashier brands with similar hop profiles flooded the market. The story of its unique dry-hopping technique? Too niche for the average drinker. By 2020, after five years of double-digit declines, Torpedo was dead in the water. The CEO was ready to cut the cord. The CCO? Not so fast.
Previous Packaging
Previous Packaging
The Breakthrough
The brief was clear: Torpedo needed to be strong, forward, and unapologetic about hops. It couldn’t live in the shadow of Pale Ale anymore—it had to claim its own space, just like Hazy Little Thing had.
We explored wild directions:
A mecha-robot built from the dry-hopping machine? Cool, but too niche.
A submarine launching beer torpedoes? Fun, but off-target.
Then designer Ashley Troutmand said it best: “It just looks old.”
She was right. The problem wasn’t the story—it was the look. The beer launched in 2010, but the label still felt stuck in 1980. Instead of making it look like 2020, we needed to make it feel like the bold, forward-looking 2010 that drinkers fell in love with.
The Execution & Result
We reimagined Torpedo with early 2010s design trends in mind:
Typography: Bold and strong—more football grit than military precision.
Color & Linework: Confident, dynamic, and unmistakably hop-forward.
Scalability: A flexible system designed for more than just one SKU—Torpedo was built to grow.
At the core of it all? The hop—front and center, loud and clear.
After months of iteration and a full team effort, Torpedo was reborn. The rebrand didn’t just stabilize sales—it reversed the decline, driving double-digit growth for over two years.
Project Credits
Creative Director / Art Director: Valerie Murphy
Brand Manager: Tommy Meirs
Design Team: Alán Ramierez-Mota, Ashley Troutman, Ron Pederson
Photography/Videoagraphy: Metric Cosmetics
