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Creating a New Craft Beer Brand


An entrepreneurial team came to Finch Brands with an idea for a craft beer brand – including a taproom and wholesale business.

Craft is increasingly crowded, so it would be essential for the emergent brand – Workhorse Brewing Company – to have a differentiated message and distinctive look and feel.

We took our cues from leadership and their desire to build a hardworking beer the right way – with neither corners cut nor snobby attitudes.

An in depth category study led us to center the idea of beer ‘Made Right’ and build a brand that embraces the craft while welcoming people in.


Given how beer is bought and sold, the design would be critical – starting with a logo that blends a lightly western feel with an industrial aesthetic to live up to the name and brand promise.

We then extended the brand across all sorts of formats – packaging, tap handles, growlers, taproom design, menus, sales collateral, merch, and beyond.

As we built the Workhorse Brewing Company brand from scratch, we needed a partner to match our energy and deliver design to capture our vision and help us stand out in a crowded category. We were very happy with the outcome, and it helped us launch our taproom and wholesale business. Finch Brands brought it when it mattered most. While we were excited to see that the packaging was award-winning in the design community, the most important impact was to our business.

Dan Hershberg Co-Founder, Workhorse Brewing Company

Real-World Results


The growth of the business has been extraordinary. From a highly successful taproom launch to wide wholesale distribution (well beyond plan), the Workhorse line includes many core and seasonal brews available at hundreds of distribution points. 

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