FIREHAWK BREWPUB
Mount Holly, NC
Brand Identity & Design System
Built in a retro firehouse and rescue station on Dutchman’s Creek in Mount Holly, NC, Firehawk Brewpub, a BBQ and craft beer joint, was the vision of Scott Blackwood. Situated down the creek from the Catawba River, the town and its school had long embarrassed the water-preying hawks as part of who they were as a community and people. The challenge presented to JTCM was to bring a brand together that resonated with the town and felt like it had always been there.
As Mount Holly historically has always been a bit of an underdog of a city with its neighbors in Gaston County, we had the idea of reaching for that hometown pride one might have for a college team. So, we developed a Firehawk mascot and built a brand that embraced an equity indicative of the home team. For the brewery side of the brand, we added an ID that reflected label art from the era of the building, the mid-60s, and celebrated a favorite beer by one of the owner's fathers.
