Howlin' Ray's Brand Leadership
A multi-year creative partnership evolving Howlin’ Ray’s from a cult LA hot chicken spot into a streetwear-inspired lifestyle brand. I led the brand aesthetic, visual systems, merch, packaging, and collaborations while preserving its bold, high-heat identity.
Client
HOWLIN' RAY'S
ROLE
Brand
YEAR
2023
THE CHALLENGE
As Howlin’ Ray’s grew beyond a single shop, it needed an iconic, unified visual language that could scale across retail, packaging, merch, and new locations—without losing its gritty LA street roots.
THE CHALLENGE
As Howlin’ Ray’s grew beyond a single shop, it needed an iconic, unified visual language that could scale across retail, packaging, merch, and new locations—without losing its gritty LA street roots.
THE APPROACH
This work was approached as long-term brand stewardship, not a one-off rebrand. The goal wasn’t to reinvent Howlin’ Ray’s, but to lock in what already made it iconic — then build a flexible visual system strong enough to scale. With a focus on clarity, consistency, and restraint, core brand elements were designed to carry across retail, packaging, merch, and collaborations without sanding down the brand’s original attitude.
THE APPROACH
This work was approached as long-term brand stewardship, not a one-off rebrand. The goal wasn’t to reinvent Howlin’ Ray’s, but to lock in what already made it iconic — then build a flexible visual system strong enough to scale. With a focus on clarity, consistency, and restraint, core brand elements were designed to carry across retail, packaging, merch, and collaborations without sanding down the brand’s original attitude.
THE RESULT
The resulting system established a cohesive visual foundation built to scale — one that could flex across packaging, retail environments, merchandise, and collaborations without losing its grit. Each touchpoint pulls from the same core toolkit, allowing the brand to grow across locations and formats while staying instantly recognizable and iconically Howlin’.
THE RESULT
The resulting system established a cohesive visual foundation built to scale — one that could flex across packaging, retail environments, merchandise, and collaborations without losing its grit. Each touchpoint pulls from the same core toolkit, allowing the brand to grow across locations and formats while staying instantly recognizable and iconically Howlin’.
LET'S HEAR IT
TALK TALK
We're always game to talk shop: here for big ideas, great coffee, and surprisingly impassioned Nickelback debates.
LET'S HEAR IT
TALK TALK
We're always game to talk shop: here for big ideas, great coffee, and surprisingly impassioned Nickelback debates.
TALK TALK
We're always game to talk shop: here for big ideas, great coffee, and surprisingly impassioned Nickelback debates.