Referencing their roots in the toy industry and inspired by crests common on vintage beer cans, we created a custom coat of arms for the Finkel & Garf brewery. Featuring toys in a traditionally serious and regal context reflects their desire to subtly subvert the wine-ification of craft beer and introduce a more approachable product to the market. The various toys represented in the coat of arms were selected to inspire people from all generations to reconnect with their childlike sense of wonder and excitement.

Finkel & Garf combines a reverence for the classic American beer industry with an excitement for the progressive energy of the current craft landscape. We utilized limited colors with type-heavy layouts (using the modern but still slightly wonky Walsheim) to strike a unique balance of modern and nostalgic. These large and repeated names, along with quick three-word descriptions, make choosing a beer a simple and straightforward experience. An additional benefit of this visual treatment, and an important part of our packaging strategy, is that it causes the cans to stand out on shelves typically packed with cluttered and overly decorative labels.

Upon visiting the site, the first thing the user encounters is the tap room hours for the current day along with shortcuts to commonly viewed sections on the single page site. Our focus was to present all of the necessary information in a way that still felt simple and straightforward while ensuring that the utility and experience translated equally to any device.