The Dead Rabbit
Art Direction | Branding | Roll Out | Signage | StrategyFor three years, Crown Creative has led The Dead Rabbit’s brand evolution, blending heritage with modernity.
Continue Reading +For three years, Crown Creative has led The Dead Rabbit’s brand evolution, blending heritage with modernity. From refining its core identity—colour palette, typography, and sub-brands—to shaping a vision that honours its history while looking ahead, we've been a dedicated partner in its transformation.
The Challenge
Rejuvenating and repositioning the beloved Dead Rabbit brand whilst preserving their storied reputation and dedicated following.
Creating a balance between honouring tradition whilst pivoting towards a future that embodies progress and innovation.
Brand Idea
To elevate the Irish pub experience, to challenge the perception of what it means to be an Irish pub outside of Ireland. Building on The Dead Rabbit’s illustrious origins with a focus on partnering with contemporary and vibrant artists, makers and musicians in Ireland. Creating an elegant, refined, yet approachable Irish pub brand to see The Dead Rabbit into a new era, with a new ethos.
‘Tradition, Meet Tomorrow.’
Iconography
Building on the monogram by creating a series of roundels to ensure The Dead Rabbit always has a sense of place, connecting the brand with its locations to ensure brand scaleability as the The Dead Rabbit expands to new cities.
Typography
Robinson, Farset, and HW Atlantic typefaces work together seamlessly to create a sophisticated yet approachable type family, perfectly suited for a modern Irish bar like The Dead Rabbit.
COLOUR PALETTE
The Dead Rabbit colour palette draws inspiration from the richness of Ireland, balancing a sense of heritage with a fresh, modern touch.
BRAND TOUCHPOINTS
The Dead Rabbit’s uniforms are a key touchpoint in reinforcing its evolving brand identity. The elevated shirt for The Parlor with its bespoke embroidery reflects the sophistication of the ‘Cocktail Cathedral’ located upstairs in their New York location.
BRAND IN USE
The Dead Rabbit brand is changing the perception of an Irish pub, removing the ‘paddy whackery’ and providing guests with an elevated, considered experience. This can be felt through the finishes we have chosen and attention to detail found throughout the brand.
SIGNAGE
The Dead Rabbit signage takes its inspiration from the craftsmanship found in traditional Irish pubs across Ireland. Collaborating with Irish artisans to produce signage, ensuring each hand-painted detail embodied the authenticity of the traditional Irish pub experience.
ACTIVATIONS
As one of the world’s best bars – The Dead Rabbit is constantly innovating and collaborating and creating new experiences. Creating signature identities for their activations allowed us to bring new considerations and perspectives to The Dead Rabbit.
CREATIVE PARTNERSHIPS
Collaborating with Irish artists and makers, showcasing the depth of talent across Ireland. Elevating the brand experience to be a better reflection of the brands central idea – being an authentic representation of modern Ireland and its diaspora – a champion of modern Ireland.
ART CURATION
Hand selecting pieces of art to adorn the walls of The Dead Rabbit. Acting as a constant connection to home, there’s a wide range of work from contemporary Irish creatives, representing the very best of modern Ireland. Working with local framing specialists Canvas to ensure each of the 500 sourced pieces of art were expertly framed before being taking pride of place within the bar.
BRAND EXTENSION
As The Dead Rabbit’s creative partner, we’ve had the privilege over the past three years to collaborate on numerous exciting projects that continue to expand and enrich their brand universe.
Project Credits
Kate Tracey
Ryan Crown
Mike Durney
Simon Worthington McQueen
David Carofano
Lauren Kirker
Brigid Johnson
Adam Bell
Drinkin
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