Wheel Horse is crafted and matured at the historic Owensboro Distilling Company in Owensboro, Kentucky. As the 10th oldest permitted distillery in the state, ODC has a rich history that dates back to the late 1800s. Now, the distillery continues its legacy of making excellent whiskey under the direction of Master Distiller, Jacob Call. To better capture this product story, a refreshed look was created that better honored the essence of this brand, while still maintaining the equity established from previous batches. Custom typography, updated emblems, an embossed filigree and a two-piece label shape highlight the adaptation of this label system into a more cohesive appearance that hearkens to the nostalgia and history of the brand.