Sullivan's Firehouse

Sullivan's Firehouse turns a piece of Hague history into a restaurant that feels like it has always belonged to the town. Built inside a former firehouse, the brand honors the building's past without treating it like a museum, creating a warm, lived-in place where heritage is something you sit down inside of. A neighborhood institution in the making, anchored by a simple promise: from our family to yours.

Our approach was to lean into the history rather than dress it up. We pulled directly from the original firehouse archives and other Hague records, using real source material as the foundation so nothing felt invented or applied on top. The strategy balances heritage with approachability, keeping the brand familiar while leaving room for humor and personality. We respected the building's story without letting nostalgia turn it into a theme.

We led every facet of the brand system, from naming and strategy to logo, packaging, and visual direction. The identity centers on a strong wordmark with the boldness of old firehouse signage and an SFH monogram whose stacked letters echo a firehouse ladder. Typography pairs a clean sans serif with an organic typewriter font drawn from the archives, while a deep firehouse red anchors the palette. From there we built out graphics, menus, merch, and collateral that carry the story across every touchpoint.