With a dream and a vision, entrepreneur Dan Hershberg and his team came to Finch Brands to help bring their new brewery to life. Having studied the craft brewing landscape and after interviewing every brewer they could, the Workhorse team was determined to get it right from day one. Beyond making great tasting beer, this meant building a brand that reflected the team’s spirit and dedication to their craft and customer.
Having already settled on a name, we crafted the brand around an industrial, hard working ethos that the term workhorse embodies. In a market full of gimmicks and hooks, we sought to take the spirit of hard work and authenticity to design a brand that connected with both the traditional male target of the craft beer industry, but also with women and non-craft beer drinkers alike.
Workhorse clocked in during August of 2018 and hit the ground running. The artifacts below and the strong personality and values set in this brand foundation help drive the vision of the organization forward.