Lucky Hare Brewing Company

“Working with AMT and Works Design Group was incredibly beneficial for Lucky Hare Brewing. They brought a knowledge level and marketing expertise that we needed in order to accelerate the evolution of our brand. We are extremely pleased with the outcome of the project, and we are looking forward to continued growth because of their efforts. ”

–Richard Thiel, President & General Manager


As a result of the Brand Evolution and Style Guide Project Lucky Hare Brewing has continued and increased their exposure, gained additional customers, increased their marketplace standing, and continued with business growth.

The projects resulted in:

  • Increased Annual Revenue of 30%
  • Retained Annual Revenue of 100%
  • Increased Sales of 40%


Lucky Hare Brewing Company is Hector, New York’s leading Farm and Micro Brewery dedicated to producing the highest quality brewed craft beer in New York State.  In 2016 Lucky Hare began their incredible journey to create crafted beer that reflects not only their passion for the craft beer industry, but also the Finger Lakes and its community.


Lucky Hare Brewing Company wanted to continue and further build their brand marketing to increase exposure, further stand out in the marketplace, gain additional customers, and continue to grow their business. Their concern was brand recognition in a very saturated shelf space.


AMT worked with Works Design Group, their marketing consulting partner, and the Lucky Hare Team to enhance and refine its brand concepts. The team did extensive research in the category and presented solutions to increase brand awareness all while keeping the brands unique character with their custom illustrations. Efforts also focused on simplifying the logo and proposing alternate solutions for various platforms. They crafted supplementary assets for social media, venues, packaging, merchandise, and the website. These assets, along with others, were compiled into a comprehensive brand style guide, the ultimate deliverable. This guide encompassed specific color palettes, font choices, guidelines, and additional applications like preliminary website designs, point-of-sale materials, and signage In addition to serving in a Project Management role, AMT secured a NYSEG MAP grant for Lucky Hare, covering half of the project expenses.