Howlin' Ray's Brand Leadership
A multi-year creative partnership evolving Howlin' Ray's from a cult LA hot chicken spot into a recognizable streetwear-inspired lifestyle brand. I led the overall brand aesthetic, visual systems, merch direction, packaging, and seasonal collaborations — all while protecting the signature bold, high-heat identity.
Howlin' Ray's was growing fast beyond the food truck, but didn't yet have a visual language that could scale across retail, packaging, merch, and new locations — without sanding down the gritty LA street culture that made it iconic.
This was long-term brand stewardship, not a one-off rebrand. The goal wasn't to reinvent Howlin' Ray's — it was to lock in what already made it iconic, then build a flexible system strong enough to scale. Every decision was grounded in how the brand shows up in the real world: on the street, in hand, on bodies, in crowded spaces. The result flexes across every touchpoint while staying instantly, iconically Howlin'.
