A new brand position was defined and a brand design language was established that clarified the brand architecture, guided development of an identity system for the flagship IPA product, informed new product development and managed a holistic brand experience across all products.Designed by: Jeff Pacione & Ethan Wang of Catapult Thinking, and Adam Bailey & James Holzman of Mass Bay Brewing CompanyContact: ethanw@catapultthinking.com; http://www.catapultthinking.com