Thoroughbred Spirits Group


  US - Western Springs,  IL

Thoroughbred Spirits is a full-service spirits-focused consulting firm with the knowledge and experience to help brands in every stage. Our firm is comprised of a team of experts who consult on all facets of the spirits industry, making us a strong partner for concept-driven design and branding. Because we know the industry first-hand, our design team is dedicated to creating designs that aren’t just eye-catching and beautiful, but, most importantly, effective. We dig deep into the soul of your brand to fully understand your consumers, define what matters to them, translate this into best-in-class design, and prepare materials that will resonate to drive purchase and encourage loyalty. A design may be beautiful, but if it doesn’t connect with your consumer in an impactful manner, it won’t sell. The spirits business is, after all, a business, and your designs are critical to engaging your audience, enhancing their experience with your brand, and delivering sales. We understand that, and we can help. In addition to branding, packaging design, print materials, and marketing content for distilleries and spirits brands, Thoroughbred Spirits’ services focus on clients’ biggest problems and opportunities: concept ideation and business planning, strategy, product development, distillery engineering and planning, liquid development, route-to-market strategies, corporate finance, performance improvement, and general advisory.

  About Project

Brad Halling’s life has been shaped by extraordinary duty - first, in service to the US Army, and more recently, in showing gratitude for all veterans. His vision is to honor the giants he personally served alongside as well as expressing his deep admiration for all who have served this nation and its people. He and his wife, Jess, have a combined 49 years of service in the US Army – BHAWK (short for Brad Halling American Whiskey Ko.) is the culmination of their life’s work. BHAWK was created with one singular mission at its core: "Expressing gratitude for extraordinary service through premium spirits." The Thoroughbred team was enlisted to help bring Sergeant’s Valor Whiskeys to the public through brand creation, packaging design, portfolio strategy, and bespoke packaging, including custom glass development. Inspired by the values of service and the deep meaning behind Sergeant’s Valor, Thoroughbred developed a uniquely ownable approach for BHAWK’s whiskeys: "A Soldier and a Gentleman." The team engineered this concept with rugged yet refined packaging that exudes an elegant strength with quality cues, exemplified through the custom bottles strategically developed to feel hefty and dependable in-hand.


Head of Creative: Benjamin Carr Head of Client Services: Kristin Shirtz Senior Artworker: Jamie Berwick

Category: Label Design | 1351. Product Story and Description