Sweeney’s On Boylston
We're All Lucky Dogs Here
Following twenty years of third-party operations, our clients at The Lenox embarked upon an exciting new chapter for this venue. Aiming to be the premier Irish pub on Boston’s famed Boylston Street, we crafted a lively and playful new brand to match their vision.
See The Story
The Client
- Saunders Hotel Group
- Boston, MA
What We Delivered
- Apparel Design
- Art Direction
- Brand Development
- Copywriting
- Environmental Branding/Signage
- Name Development
- Photography Art Direction
- Printed Collateral
- Visual Identity
- Website Design
An Irish Terrier donning a traditional flat cap - that’s Sweeney.
With Boston boasting the highest number of Irish pubs per capita in the U.S., we knew we had to create a brand that truly stood out. Slightly bawdy in nature, Sweeney is everyone’s best friend, the type of
personality that can tell a dirty joke and offend no one. We drew inspiration from our muse and crafted a brand story and visual identity that perfectly captures his lighthearted and whimsical personality.
The custom wordmark draws inspiration from classic Celtic lettering while incorporating a contemporary flair. The focal point is undeniably the main icon – a unique illustration of an Irish Terrier dressed in a traditional Irish flat cap. To enhance the overall aesthetic, we developed a series of illustrations that use a classic etched look to mirror the styling of the primary logo. We also produced custom illustrations and typographic lockups that serve as a vehicle for the branded language and voice to come through in a graphic element.
On-brand signage beckons shoppers and tourists in from busy Boylston Street to “sit and stay.”
Considering the high foot traffic in this area, we designed signage to complement the hotel’s aesthetic and serve as a focal point for passersby. The main sign showcases raised gold lettering for the wordmark, accompanied by a blade sign inspired by traditional Irish pubs, and finally, a quote sign presenting branded language above the main entrance, which aims to reflect Sweeney’s inviting and cheerful character.
Sweeney's brand blends Boston’s blue-collar spirit and Back Bay’s charm.
SIT & STAY
Alongside the website design, we developed a suite of collateral that allows Sweeney’s tail to truly start waggin’. A clean, Irish-spired menu design, tongue-in-cheek coasters, and playful merchandise and apparel all contribute to bringing this brand to life.
