Salty Wolf is a lifestyle brand out of Long Island built around sailing culture. The founders wanted it to feel like a club — something you'd want to be part of — with an identity rooted in nautical heritage but modern enough for a younger audience. It had to work on apparel first, but be flexible enough to grow into accessories, social, and eventually an online store.

I treated this less like a clothing brand and more like a community with its own visual culture. I pulled from vintage yacht club aesthetics, varsity lettering, and Americana — but kept a modern edge so it didn't feel like a costume. The wolf character mark gives it instant personality and recognition, while the typographic lockup carries that heritage feel of a real club crest.

• Had to feel established and timeless on day one
• Needed to read well at tiny scale (apparel labels) and large format
• Balance nautical tradition with modern street-style energy
• Small initial product line — identity had to be flexible enough to grow
• Assets needed for eventual e-commerce and social rollout

Primary logo lockup with wolf mark, secondary marks and icon variations, nautical color palette (reds, blues, creams), typography system pairing vintage display with clean supporting fonts, brand guidelines, apparel mockups, and social media templates.

The brand launched feeling like it had already been around for years — exactly the goal. The "sailors club" concept gave it a built-in story and sense of belonging that clicked with the Long Island audience right away. The identity is set up to scale into whatever comes next.