Lagunitas’ New Pack Design Showcases Playful Terrier Mascot

The Lagunitas Brewing Company has a history of creating hop-forward and innovative craft brews, with a quirky, inclusive style. As the company’s brewmaster says, “Lagunitas is made up of all kinds and creeds; punk rockers, mis ts, ivy leaguers, weirdos, Waldos, Sparkle Ponies, musicians, and everything in between … Just a pack of stray dogs that found—despite our vast and wild differences—that the love and respect for the freedom to be different is what brought us together and made it all work.”

Unfortunately, until recently, Lagunitas’ packaging artwork was variable as its followers. Originally designed 30 years ago by the brewery’s founder in a strip-mall Kinko’s, the packaging had evolved through the years without a consistent strategy. In mid-2020, the brewery set out to create a masterbrand system that would allow for company, “It gives consumers a better opportunity to explore the delicious, flavorful world of Lagunitas brews across different IPA styles, non-alcoholic portfolio, and newly launched Disorderly TeaHouse [spiked and sparkling tea].”

Central to the design is the Lagunitas dog, a spunky American Staffordshire Terrier of Little Rascals fame, that has been a fixture of the brand since its start and helps bring the playfulness that Lagunitas is known for. While it has always been a part of the brewery’s packaging, in the new design, it takes center stage.

Guzman explains the story behind the brewery’s beloved canine mascot: “The dog is very much a physical embodiment of Lagunitas—a trusty companion you can always count on and one you connect with on a whole other level. Dogs are part of the Lagunitas culture. From inside the brewery offices to hanging outside the a cohesive look and feel across the portfolio. At the same time, from consumer research, it recognized that the existing packaging didn’t reflect Lagunitas’ personality or tell them much about the brews inside.

“Our packaging is arguably the most important branding and communications tool we have, so we wanted to make changes that reflect who we are and gives shoppers a sense for what they would experience if they picked up a Lagunitas brew,” says Paige Guzman, chief marketing officer for Lagunitas.

The new package design was done in-house and was backed by consumer input every step of the way, comprising focus groups, interviews, and quantitative research. According to Guzman, the final design is reflective of the brewery’s original—and a bit off-kilter— personality. It also works hard to help shoppers find the product, captures attention at shelf, and improves purchase intent. Says the

TapRoom, you’ll always find dogs of all sizes and breeds. Even our brewhouse tanks are named after past pooches. Plus, we support a variety of dog and animal rescue non-profits, including our recent national partnership with Best Friends Animal Society.”

Other aspects of the redesign were driven by distributor insight. For example, it calls out the ABV more clearly on all sides of the package. Due to these adjustments, Guzman explains, Lagunitas’ retail partners can better give the brand more space on shelf to create a billboard effect on its six- and 12- packs for cans and bottles, its nonalcoholic portfolio, and Disorderly TeaHouse.

The redesign spanned 100 pieces of packaging and includes the graphics for its cans, bottles, and cartons. The new design was introduced in 2022, receiving an “overwhelmingly positive” response from existing Lagunitas customers and craft brew enthusiasts. PW

OCTOBER

Septimatech;

Companies

Sealed Air announced its new corporate brand, SEE

Morrison Container Handling Solutions expanded its Latin American salesforce in response to the growing demand for its automation solutions in the region and appointed Jay Del Rio to Latin American market segment leader to lead the expansion.

Amcor will support early-stage start-ups from Michigan State and its wider network to win up to $250,000 in seed funding via Amcor Lift-Off sessions. Also, alongside MSU’s Burgess Institute for Entrepreneurship and Innovation, MSU student teams will compete for a grant of up to $10,000.

ABB invested $100 million in its New Berlin, Wis., facility that will serve as its U.S. headquarters, manufacturing facility, and distribution center for the Drives and Motion Services businesses.

PureCycle’s Ironton, Ohio, advanced recycling facility reached mechanical completion and is expected to start producing recycled PP pellets over the summer of 2023.

Dow’s RecycleReady Technology is the first compatibilizer to obtain a Recyclability Approval and is fully compatible with the European flexible PE recycling stream.

Global packaging design agency Equator opened a location in Toronto, Canada that will strengthen its global presence and enhance the services it provides to clients worldwide.

ProSys announced an exclusive partnership between ProSys Fill LLC. and Pendergraph Machines The collaboration brings together two companies that share similar markets but offer different filling solutions and complementary products.

BW Flexible Systems opened a new manufacturing facility in Brooklyn Park, Minn.

People

Susan Calabrese was appointed regional sales manager for the Northeastern region for NJM.

Evanesce added Kevin McEuen as global vice president of sales and Peter Davies as global vice president of research and development.

Spee-Dee Packaging Machinery announced that Regional Sales Manager Rick Chrzan retired. In place of Chrzan, the company promoted Danny Harmann to regional sales manager and welcomed Todd Kasik to the role of regional sales manager.

FPA announced the newly elected members of its board of directors: William Jackson, PhD, Amcor Flexibles, Chair of the Board; Kathy Bolhous, Charter Next Generation, Immediate Past Chair of the Board; and Guenther Hering, Henkel Corp., Treasurer.

Luis Torres was appointed director of operations for Triangle Package Machinery Co.

Andy Bolton was appointed president and CEO of Nordic Cold Chain Solutions.

Hai Robotics announced changes to its U.S. leadership. Richie Chen, founder and owner of Hai Robotics, assumed the role of U.S. general manager; Brian Reinhart, formerly the vice president of sales, Solutions & Marketing, assumed the role of chief revenue officer; and Brian Zheng, formerly the U.S. general manager, advanced into the role of vice president of operations.

Quinn Martin was appointed OEM and International Sales & Marketing manager for Septimatech.

ESS Global Business Development Director Walter Langosch retired from ESS Technologies.

Dale Newton was appointed vice president and general manager for Fogg Filler.

Nick Szczechowski was appointed regional sales manager for Brenton.

Asynchronous Motors

Nord’s asynchronous motors are designed for endof-line packaging applications such as palletizing, stabilizing, and handling and are available in power ranges from 0.16 to 75.0 hp.

Nord Drivesystems pwgo.to/7961

Automatic Film Splicing Solution

tna’s auto-splice 3 splices packaging lm automatically, with no downtime or interruption to the packaging process. The rotary-reel swapping feature makes it easier to access and replace the lm roll without having to stop the packaging system. tna pwgo.to/7778

Bio-Based Thermal Protective Packaging

Storopack’s recyclable RENATURE

Thermo protective packaging, made from plant-based starch, is designed for use in shipping food, pharmaceuticals, and other temperature-controlled consignments.

Storopack pwgo.to/7894

Data Orchestration and Management Solutions

Belden launches Belden PROVIZE Explorer, Belden PROVIZE Planner, and Hirschmann EAGLE40-4F rewall designed to provide enhanced security, better performance, and seamless integration. Belden Inc. pwgo.to/7960

Oxygen- and Moisture-Free Packaging System

Mitsubishi Gas Chemical America introduces the RP System, designed to protect critical components from moisture and oxygen damage that can occur during shipping and long-term storage.

Mitsubishi Gas Chemical America pwgo.to/7762

Sustainable PE Bags

Designed for automatic bagging machines, PAC Machinery Bags and Materials’ Recylene line of Rollbags is made from 100% recycled resin.

PAC Machinery Bags and Materials pwgo.to/7962

E-commerce Packaging System

Texwrap’s EPS-2011 Series e-commerce packaging system, designed for highvolume environments, can wrap up to 40 packages/min.

Texwrap pwgo.to/7889

Windowed Paper Packaging

JBM Packaging launches EcoView, a plastic-free, windowed paper package line featuring Fiber lm, a clear biodegradable lm made from wood and cotton-seed bers. JBM Packaging pwgo.to/7892

Print-and-Apply Labeling System

FOX IV Technologies’ C9100 system enables users to eliminate preprinted label inventory, automate manual labeling operations, and enhance their product image. It prints labels up to 4.25 in. wide with a print resolution up to 1200 x 1200 dpi, which suits most labeling applications.

FOX IV Technologies pwgo.to/7885

Dispensing Liners

TekniPlex offers Peel n Pour dispensing liners designed for containers requiring ow control of liquids, powders, and other solid products.

TekniPlex Consumer Products pwgo.to/7895

Sustainable Ink for Plastic Substrates

Videojet launches patent-pending V4264 and V464 continuous inkjet (CIJ) inks for printing codes and other information on plastics as well as metal and glass substrates. They are designed for use in Videojet CIJ printers. Sustainability improvements include non-CMR formulation without MEK, acetone, or methanol and less make-up consumption than comparable MEK-based inks.

Videojet Technologies pwgo.to/7896

Industrial Collaborative Robot

ABB launches the SWIFTI CRB 1300 collaborative robot featuring an expanded load handling capability of up to 11 kg. It can be used in a variety of production and product handling applications—such as palletizing and pick-and-place.

ABB pwgo.to/7886

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By Jim George, Director of Education at IoPP