In the fall of 2023 I began my relationship with Workhorse Brewing Co., a microbrewery based in King of Prussia, Pa.
The first project was to begin the re-branding process for two of Workhorse's staple beers;
West Coast IPA, and New England IPA. This was done in tandem with three more designs; a cold-brewed IPA known as
Gear Shift, a heady east coast style IPA called Parabolica, and a 12-pack for them to live inside.
The direction for the two staple cans was pretty simple; Keep the colors, but go with a classic feel...
a-la Budweiser, Coors Banquet, and Schlitz.
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Gear Shift is a play on winding down after a hard day, and the design was meant to jump off of the can with a reflective
holo-foil finish. Parabolica is based on a famously dangerous turn on Monza's F1 racetrack. The curved pattern gives a subtle nod to the racing world, also using a holo-foil finish.
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The IPA 12-pack is an homage to work lunch pails of yesteryear. The dinged and weathered styling is covered in printed custom stickers showcasing local landmarks and recognizable icons from the central and southeastern regions of the Pennsylvania.
The whole thing is capped off with a lunch pail style handle in between the hand grips at the top of the package.
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