This 'Dogfish' india pale ale has a uniquely eye-catching name -- 'Flesh & Blood.'
In a direct counterbalance to the unusual and somewhat morbid name of this IPA, it is packaged with playful illustrations. These illustrations come in the form of oranges, lemons and plants -- none of which reference either flesh or blood. The beers are packaged with labels that have "additional storytelling and experiential elements," giving more information to the consumer about the beer.
The packaging was designed to catch the eye and provide extensive information because of how large the craft beer market has become. Providing information and easy identification for the Flesh & Blood IPA ensures that it stands out in this market.