Where Tradition Meets Tomorrow

When Crown Creative joined forces with The Dead Rabbit as its creative partner, the challenge was to rejuvenate a beloved brand and the world's most acclaimed pub. In this repositioning, preserving The Dead Rabbit's storied reputation and dedicated following through our design work was imperative - to honour tradition while boldly pivoting the focus towards a future that embodies progress and innovation.

While The Dead Rabbit had been incredibly successful, the brand had steered over time towards a dark, sinister, and overtly masculine direction. This assessment was pivotal in guiding us towards reimagining the brand's essence.

We also saw the opportunity to recapture narratives that had been somewhat obscured over the years, such as the Irish American immigrant story, and an appreciation of Irish craft and artistry central to the brand’s original positioning.