Crafting a Branded Experience

The new Sullivan’s brand was launched with the opening of a taproom in the heart of Kilkenny.
Trinity Brand Group was tapped to extend the brand strategy into an entire tasting room experience and environment.

The view of the River Nore in Kilkenny


Make a Connection

In a city famous for its many pubs, consumers would need a reason to choose the Sullivan’s taproom over all the rest. Residents and visitors alike were seeking an authentic story and connection to Kilkenny.



Keep it Local

To re-establish Sullivan’s presence in the center of Kilkenny and truly capture the essence of the brand, it was vital that the entire experience celebrate the spirt of Kilkenny and the interconnectedness of Sullivan’s with Kilkenny past and present.



Bringing a Brand to Life in 360°

Trinity designed the look and feel and all elements, crafting the experience from the initial street view, the entry archway, the courtyard, to the taproom itself.

We tapped local Kilkenny craftsmen and artists wherever possible. Local woodworkers and metalsmiths used locally sourced recycled and repurposed materials to build out Trinity’s interior design. And local illustrator Gavin Beattie was brought on to create a dramatic, textural wall mural.

The distinctive line drawing of the city’s skyline becomes the visual expression of the brand itself – capturing both the historical place and the sense of craftsmanship and artistry Kilkenny is known for today. A bold use of the brand’s color palette and confident typography throughout adorns custom posters, signage, graphics and interior walls to provide visitors a cohesive brand experience and easy wayfinding.

The Sullivan’s brandmark can be seen from the main street running through town. Posters then line the archway leading toward the courtyard. Stunning photography from around the city weaves Kilkenny further into the Sullivan’s experience. And the brand’s flexible iconography system tells the many stories of the brand’s history.

Once inside, a mural covers a massive wall of the tasting room, bringing to life the Sullivan family story, the history and process of brewing, and how each are intertwined with the very story of Kilkenny itself. The wall takes visitors along on a literal and figurative journey, that ends with the brand’s mission of re-opening its doors to bring real Irish brewing back to its rightful home. As visitors then turn to the bar, they are offered a glass etched with the Sullivan’s cityscape brandmark and filled with a fresh draft.

The environment delivers a cohesive and engaging experience that invites consumers to really engage with the brand and its beer.

North American Location

Trinity Brand Group
817 Bancroft Way
Berkeley, California 94710
510 982 7177 (t) 510 982 7188 (f)

For new business inquiries:
[email protected]


    European Location

    Trinity Brand Group
    The Harbour
    Co. Wicklow A63 D329
    +353 1 524 2070(t)

    For career opportunities:
    [email protected]