1A Project Scope

Assist two professional athletes to figure out life after rugby, one beer at a time.

OVERVIEW | BRANDMARK

1B

The Process

Working closely with the founders we defined the identity for their start-up journey – fuelled by a narrative of blood, sweat and beers – using the wolf they carried over from their rugby life as a metaphor for bringing people together. We then collaborated on creating experiences and spaces that enabled the founders to serve their easy-drinking, untamed lager to other social animals while supporting the sport they love.
1C

The Outcome

Positioning Wolfpack as a gregarious, unpretentious and highly sessionable beer that brings people together, we created a brand that merges design, sport and good times as a way to make real connections. From beer can packaging to crisp merch, vehicle branding and their London-based tap house, we continue our work with the pack to impact London’s craft beer scene.

OVERVIEW | PATTERN PLAY

OVERVIEW | PHOTOGRAPHY

2A Brand Identity

Wolfpack is about human connections – it’s a bold, candid and ridiculously social brand and we wanted to express that through their identity. 

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BRAND IDENTITY | PACKAGING TAPE

BRAND IDENTITY | NEON SIGNAGE

2B

Patterns and Illustrations

Illustration gives us the flex to play within the identity system and bring an iconic edge to Wolfpack campaigns, collabs, apparel and environmental design. 

PATTERNS & ILLUSTRATIONS | WOLF BADGES

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03

Packaging

Designing the beer can packaging for each Wolfpack variant made us super thirsty. The result – minimal design and cans that howl off the shelf to express their no-nonsense, smash-this-wolfie-now culture. 

At the centre of it all – the wolf, of course – and where we exercised restraint on the brand mark we amplified the scale of their badge. 

PACKAGING | LAGER CAN

PACKAGING | BOTTLE WRAP

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04

Print Communication

In a world defaulting to digital, Wolfpack reverts to rugged through matt, tactile print assets. 

Posters, stickers, tap badges, bar runners and table cards evolve at the pace of the taproom activity to greet locals at the door with an experience as refreshing as Wolfpack’s beers. 

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COMMUNICATION | POSTERS

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CAMPAIGN | JAPAN RUGBY WORLD CUP 2019 BRANDMARK

CAMPAIGN | JAPAN RUGBY WORLD CUP 2019 POSTER

05

Social Content

Curated, highly polished and planned – said Wolfpack never! A brand whose social presence sometimes has all the grace of a loose ruck, posting content straight from the hip, often after a few damn good lagers… Working with robust brand guidelines means we can respond swiftly when called upon to design for their social feed.