Brother Werewolf | Brother Wolf Bar
Objective:
Brother Wolf bar in Knoxville, TN hosted their first annual “Brother Werewolf,” a celebration of creepy cocktails and spooky specials. From me, they need a brand identity, promotional materials, and menus.
Concept:
I chose to model their brand after the covers of pulp horror novels from the mid-century. I pulled many of these vintage covers online and created surreal collages from the images. The typography came from pulp horror too, the majority of the influence coming from a 1950s printing of “Dracula”. A semblance of Brother Wolf’s brand is left in the bright red letting.
Brand Identity
The spooky countdown was something we came up with to build suspense without giving away too much about the event. People knew something was coming, but we didn’t say what until the very first day. Brother Wolf added some photographic vision of their own, and I created the collages myself.
Social Media Marketing
Guerrilla Marketing
We posted three different “call to action” posters around town in the month before the event. By this time, the event was in its second year, so locals knew what they were looking at. The cryptic posters created excitement for them and intrigue for suburbanites.
We had the last minute crack idea to stencil a QR code that led to a small teaser, so I created a small graphic to stencil on sidewalks.. The QR code didn’t work, but it was worth the experiment!
Drink Menu
The last collage I designed also took the longest. I knew that while not everyone followed Brother Wolf on social media or would catch on to the sidewalk paint; everyone that attended would absolutely look at the menu. Props to the bar team for coming up with some clever names.
Receipt Postcards
I modeled these receipt postcards after the pulp horror novel covers of the 50s. I could only grab a print copy that was already well-used, but that just makes it more authentic
The After-Party
Brother Wolf has a tradition of hosting service-industry-led parties at the end of long events. Bartenders, waiters, clerks, and service industry members of all kinds gather to rant about their days over cheap drinks. It’s a blast! Here’s the poster.
