WOLF HOUND NITRO BEER Specialists
Forging a fresh identity for the new dog in town.
The Challenge
Flagship Brewing needed a clear brand story and confident visual identity to convince pub and bar owners – gatekeepers who rightfully demand authenticity – that their recently introduced Wolf Hound draft beers were worth adding to their taps.
We began by imagining a brand story centered on the heritage of the Irish in building New York City — a story of pride, resourcefulness, and hard-earned belonging. We envisioned an aesthetic combining nostalgia for the warm community of an Irish pub, implemented through a modern, versatile identity system that would work across packaging, digital, and print.
The Wolf Hound logo we created introduces a new mascot, ‘Red’ — a noble, slightly grizzled character in a handcrafted style. After all, what better symbolizes loyal friendship than a dear pet dog?
The color palette draws inspiration from the liquid itself: Stout Black, Nitro Brown, Foam White, and Red Ale, while the Forest Green nods to the mossy hues of the Irish landscape.
The primary sans-serif for Wolf Hound conveys a timeless, no-nonsense, slightly industrial feel. The condensed serif blends the burly Bentonesque vibes of early 20th-century American metal foundries with the subtle grooviness of 1970s photolettering. In combination, the typographic aesthetic appeals to both traditionalists and craft beer explorers.
The Solution
The work culminated with the creation of “Hounds Day” – the brand’s official relaunch event, and a new annual holiday celebrating camaraderie and bold beginnings. With a takeover at The Irish Exit inside Penn Station, we brought New Yorkers together around a beer inspired by the people who helped build this city, and dedicated to those who give it life today.
hounds day
Impact
Wolf Hound didn’t just launch, it landed. Within weeks of the new brand identity, it was pouring at The Smith, Old Town Bar, and O’Keefe’s, Irish-leaning bars of credibility and heritage. These early wins in trusted NYC pubs helped establish Wolf Hound as a local mainstay with cultural weight and staying power.
Interest in broader distribution has followed. Flagship’s team reports strong momentum with regional buyers and bar managers. Internally, sales conversations have shifted as the clear story and striking merchandise has made it a confident pitch.
Flagship also decided to make Hound’s Day an annual tradition ahead of Saint Patrick’s day, positioning Wolf Hound not just as a beer, but as part of the city’s seasonal rhythm.
