SUB-ZERO, WOLF, AND COVE ⎯
CLUB 45
CLIENT: Sub-Zero, Wolf, and Cove
ROLE: Brand Identity
DATE: 2026
THE GOAL
I was asked to create an identity for a new dining concept catered to VIP clients visiting the Sub-Zero, Wolf, and Cove Headquarters. The Owner of the company wanted to pay homage to one of Wisconsin's most famous and long-lasting traditions, the supper club. Named after the year the company was founded, Club 45 is intended to highlight the signature experiences of dining at a classic Wisconsin supper club, which often includes a Brandy Old Fashioned, relish trays, prime rib, a fish fry, grasshoppers (an alcoholic mint ice cream beverage), and more. Supper clubs evolved from 1920s Prohibition speakeasies and rural roadhouses. Post-World War II, they boomed as affordable, country-club-style destinations. They are still just as popular today and are the social hub of many small towns.
THE STRATEGY
The challenge wasn't simply to create a vintage-looking brand, it was to create one that felt authentic. I researched many historic supper clubs across the state, identifying the visual details that have endured for generations.
I designed an identity that balances heritage with modernity. The logo combines one of Sub-Zero's original script logos and the company's current sans serif font. I gave the "45" a graceful treatment to create a mark that feels timeless and refined. Every application from menus to stationery was carefully designed to reflect the warmth, craftsmanship, and welcoming hospitality associated with Wisconsin's supper club tradition.
THE OUTCOME
Club 45 has become one of the distinct dining experiences offered at Sub-Zero, Wolf, and Cove. It's used for trainings, tours, and VIP events, welcoming guests from all around the globe while celebrating Wisconsin's iconic supper club tradition.