Case Study

The Howling Moon


  • Naming
  • Brand Identity
  • Brand Personality
  • Brand Guidelines
  • Collateral Design
  • Website Design and Build
  • Launch Strategy and Planning
  • Social Media Strategy
  • Community Management
  • PR Management
  • Campaign Creation

Project Overview

The Howling Moon offers Canberra’s ultimate rooftop experience. As the capital’s first and only rooftop bar, branding development necessitated extensive consultation and creative ideation.

Hoping to increase patronage to the Canberra Rex – the hotel housing The Howling Moon – key objectives were to design and establish an unforgettable brand, and position and launch the bar as a desirable location. But drawing people to a venue on the outskirts of Canberra’s CBD was always going to require strategic planning.

How to do you raise a rooftop bar’s status to new heights when no one knows it’s there?

branding development

branding development

branding development

Layered design, typographic elements and a daring colour palette are peculiar in style, forming a punchy, powerful look. A little bit self-inflated and a little bit more egotistical, playful brand language sells the personality as charming, hinting at spirited characteristics of animal behaviour.

Communicated across all assets – from logo and environmental design, to brand and venue collateral, to the website design and build, to signage, social content and staff uniforms – bold branding development aligns with the bar’s extraordinary vantage point over Canberra’s mountains and city.

Positioning itself as something of a trailblazer, the bar promises to take good care of patrons. Seemingly wild, but strategically considered, brand voice adopts inclusivity to make guests feel welcome. Tone is edgy, assured and smart, but never insensitive, offensive or mean.

Website design is both striking and functional, animating the brand’s iconic wolf to add literal dynamism to the site. Bold colour blocks segment content sections, Instagram feed integration provides timely imagery, and language is conversational and inviting – giving customers ample opportunity to discover the venue.

The Howling Moon’s social feed is bright and playful, drawing upon the brand’s diverse visual language to encourage user-generated content and sharing. Incorporating The Howling Moon’s eclectic personality into captions, socials balance highly stylised photography with curated design.

As The Howling Moon’s ongoing creative partner, we regularly develop seasonal campaigns that both align with and push the boundaries of brand guidelines. Brand support and community management liaising are supplied when required, ensuring communications and collateral always remain on-brand.

Implementing a strategic cobranded launch campaign, providing ongoing social media and digital support and developing comprehensive brand guidelines, we’ve aided The Howling Moon in growing patronage. Over the space of four months, private bookings increased by 152% with an average of 19 private venue bookings per month.

From conceptualising cohesive brands for our internal venues to providing ongoing support and management, the team at BEING have consistently displayed professionalism, creativity and flexibility under pressure. They have raised the profiles of our bars across a range of touchpoints, while providing us with the guidelines to create on-brand communications. We are so happy to have partnered with BEING and look forward to collaborating on the branding of our remaining venues in the near future.

Jackie Gregory
General Manager, Canberra Rex Hotel

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