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Strap Tank Brewery

Comprehensive Brand Identity


Brand Messaging
Identity System
Packaging System
Brand Merchandise & Apparel
Collateral Design


Design Team: Collin Hall, Jake Cummings
Creative Direction: Christian Helms
Brand Management: Ryan Kitchens

The Story

 “They don’t build ‘em like this anymore.”

It’s a phrase you hear often at Strap Tank, a brewery experience like no other in the country. The concept: a meticulously designed building pairing a bustling brewpub with the country’s most impressive collection of pre-WWII motorcycles. What in theory might seem an odd pairing makes perfect sense when you walk into the Springville, Utah taproom.

Named after the first Harley Davidson to roll of the line in 1908, Strap Tank honors the heritage, passion, and quality workmanship of its namesake. Tucked into the foot of the Wasatch Mountain range, the brewery is housed in a scale replica of Harley’s very first factory. The attention paid to the most minute of architectural details mirrors the attention and care shown in brewing their beer. At the center of Strap Tank’s philosophy is a deep commitment to craft and a relentless dedication to making things that are built to last— from the beer to the building it’s served in.

Helms Workshop®