Wolf Hound
New York Brewed. Irish Ingenuity.
Food & Beverage
Category
Brand Identity, Event Identity
Services
Brand Purpose
Wolf Hound is a nitro Irish beer brand brewed in NYC, championing the revival of pub culture.
Challenge
New York City’s pub culture needed a genuine champion with credibility – a brand with the right mix of Irish roots and NYC spirit to lead the way forward.
Wolf Hound had to convince pub and bar owners – the gatekeepers of these institutions who demand authenticity – that their beer was worth the effort. Similarly, pub patrons can quickly distinguish between genuine respect for tradition and a gimmick. The existing brand identity, or rather lack thereof, was missing a clear story and visual appeal necessary to convince these audiences of Wolf Hound’s legitimacy.
Approach
Drawing on Irish ingenuity and New York spirit, we crafted a bold, distinct identity that honors tradition while forging a new path. We anchored the brand with modern typography that nods to the past while instantly evoking ‘nitro,’ along with a rich, beer-inspired color palette that ensures Wolf Hound stands out in busy pubs. At the heart of it all is ‘Red,’ our illustrated Wolf Hound mascot, embodying the confidence and nostalgic modernism that define the brand.
Hounds Day
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. Taking place at the Irish Exit inside Penn Station, we brought New Yorkers together around a beer of and for the city.
