Dark Horse Brewing Co., in Marshall, MI is proudly unlike any other craft brewery in Michigan's rapidly expanding tapestry of independent beer producers. Founded with family and friends by Aaron Morse in September of 1997, Dark Horse Brewing Co.'s goal has been to create the beer and atmosphere lining up with Aaron's unique vision, compromise-free. The beer and the vision have been embraced throughout Michigan and nearly half of the United States.
It started with a documentary.
Kevin, founder of Rhino and an avid fan of beer, first connected with Aaron and Dark Horse in 2012 while producing his own documentary, The Michigan Beer Film. Kevin felt a connection to Aaron akin to kindred spirits, and the two realized a partnership could be beneficial for both Dark Horse and Rhino.
Over time, the relationship has grown into one of our strongest and most consistent- we admire Dark Horse's relentless commitment to quality and the way they never settle for what they don't want, even if they have to do everything themselves. In some ways we see ourselves in Dark Horse, with a lot more tattoos.
Over the past 4 years, a lot has developed in our relationship with the Dark Horse crew. We started by helping them navigate the relationship with the History Channel as they were the subject of a reality show called "Dark Horse Nation'. (The show only aired 6 episodes, long story)
The content we produce for Dark Horse uses every tool in our belt: video production, photography of all kinds, concept development, graphic/packaging/identity design, social media content, animation, web design, and the occasional original song composition.
Whatever the medium, the goal is always the same: Create awesome content to tell the story of "Dark Horse Nation".
Dark Horse hosts some pretty kick ass parties throughout the year, and we started by filming them and making event promos to share with fans on social so they can either relive the party, or be reminded of the good times they could have had. See for yourself.
Last year, we were faced with the challenge of how to communicate to the Dark Horse "Nation" that the DNR wasn't allowed live crawfish to be shipped into Michigan, therefore making the Crawfish Boil, a shrimp boil. So we came up with the idea of a dream sequence where Aaron lives out surrealistic Smokey and the Bandit escapade. See below:
We photograph most of Dark Horse's major events throughout the year, in addition to product photography, employee portraits, and general photos of the company grounds and their numerous endeavors. We've shot countless photos of middle fingers along the way (all in good fun).
Design & Branding
As well as capturing Dark Horse, we create for them. We're responsible for the designs of their new and existing beer labels (featuring the artwork of W. Ralph Walters), packaging design and illustration for Dark Horse's Dark Street Coffee Company, identity creation for many of their businesses, their current website, and deliverables such as individual beer sell sheets and distribution catalogues. In all areas, we take great care to ensure Dark Horse's unique voice is enhanced and uncompromised.