Leaving aside how you can have a dark pale ale (is it dark or is it pale?) the beer itself throws it's colour in the dark ring looking like a porter or stout, even with a frothy head. The taste is more difficult to pin down. It is fruity while at the same time being dark with a slight creaminess and then a hint of its West Coast hops to finish. It is an interesting tasting brew. I enjoyed it but think I need to have another before I really get it.
Also as well as being bottled in the cool Tuatara tail bottle the label feels like denim. It may be a gimmick but little tricks like that are how you attract people when there is so much choice out there these days.