Over the past 20 years, the Finger Lakes region has become renowned not only for its wines but also for its craft spirits. At the forefront of this movement is Finger Lakes Distilling, a pioneer in New York State’s farm distilling scene. Birdseye Hollow Farm & Distillery has also emerged as a bold new destination for spirit lovers and maple syrup enthusiasts alike. As these distilleries evolved, so too did their branding needs.
Enter Works Design Group.
Offering creative strategy, design, and storytelling to match the caliber of what’s inside the bottle, our team helped establish two standout brands and two distinct journeys backed by the same mission: to elevate the Finger Lakes spirits experience year-round. Here’s how we did it.
Finger Lakes Distilling: A Veteran Trailblazer
Opening its doors in 2007, Finger Lakes Distilling was one of the first craft distilleries in New York State—specifically in the Finger Lakes area. With a commitment to grain-to-glass production and using locally sourced ingredients, the distillery helped set the standard for small-batch spirits in Western New York.
Over the years, their product lineup expanded to include the award-winning McKenzie Whiskey, innovative liqueurs, vodkas, and gins, as well as special barrel-aged releases that push the boundaries of tradition.
What Led to the Finger Lakes Distilling Rebrand?
As their reputation and demand grew, Finger Lakes Distilling eventually expanded to Newfield, NY, marking a new chapter in their journey. With that growth came the need for a stronger, more sophisticated brand image, which ultimately led to the creative partnership with Works Design Group.
Together, we helped reimagine the visual identity of Finger Lakes Distilling, taking the brand to the next level. Featuring a sharper, more cohesive aesthetic across packaging, merchandise, and in-store experiences, we helped preserve the soul of the brand while enhancing its reach and presence. Signature product lines like Mac’s were introduced with distinctive designs that stood out on shelves, while limited releases like the 10-Year-Old Rum received packaging that reflected the prestige and craft behind each bottle.
Birdseye Hollow Farm & Distillery: A Master Class in Branding
Inspired by the success of Finger Lakes Distilling, Birdseye Hollow Farm & Distillery started in 2021 just south of Keuka Lake. The family-owned operation started with maple syrup production in a rustic sugar shack; however, the founders had bigger dreams of creating a destination distillery that would appeal to locals and visitors alike. From the very beginning, they partnered with Works Design Group to help make that dream a reality.
From Maple Shack to Destination Distillery: Birdseye’s Branding Journey
Working closely with the distillery, our team led the brand from concept to completion, helping shape everything, including:
- Brand naming and logo design
- Labeling and packaging for maple syrup and spirits
- Interior and exterior design elements for the distillery space
- Signage, storytelling, and guest experience
By 2022, Birdseye Hollow officially opened its doors as a destination distillery, specializing in small-batch spirits and maple syrup products. Thanks to our thoughtfully crafted brand system, every touchpoint from bottle to bar is infused with a sense of place, quality, and warmth.
Designing the Finger Lakes Spirits Experience
From the heritage of Finger Lakes Distilling to the rustic charm of Birdseye Hollow, Works Design Group has helped define the visual language of Finger Lakes craft spirits. Our work goes beyond making bottles look good; we help create an emotional connection, enhance shelf presence, and tell a story that resonates with visitors and loyal fans alike. Not only have our branding efforts helped establish two top-tier distilleries with identities that are as refined, intentional, and memorable as their spirits, but we’ve created a regional experience that welcomes enthusiasts from around the world in every season.
Raising the Bar…Literally
As the Finger Lakes continues to establish itself as a year-round destination for wine, food, and spirits, branding becomes more critical than ever. With an eye for design and a passion for storytelling, our team continues to play a pivotal role in shaping the future of craft spirits in Western New York. It just goes to show you that behind every label is not just great spirits but memorable, intentional design.