Redefining the rules for urban axe throwers, Whistle Punks

Carving the way in competitive social experiences, Whistle Punks are the UK’s leading axe throwing company that entertain 100K+ customers every year across the UK.

With ambitious plans for growth over the next 3 years, as well as expansion into other experiences, Whistle Punks approached us to create a new visual identity that would embody the true principles of the brand and build this out across multiple platforms including an eCommerce website, venue graphics and social content.

Helping to reposition the brand to a new audience we designed a creative direction that amplified its attitude, energy and unexpected nature of the experience.

A dynamic identity


Whilst the early branding leaned on visual clichés and tropes such as axes, wood cutting and targets, our creative strategy and solution was inspired by the propelling motion, high-impact and raw aesthetic of the experience.

The identity includes a bespoke typeface, glitchy visuals and energetic colours and material palette.

With lines like “Stay Sharp” and “Ready. Set. Throw’ the tone of voice is punchy, to the point and full of energy.

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Bringing the brand to life


With dynamic movement as our starting point we developed a set of motion principles that would form a core part of the brand identity.

Building with WordPress CMS and WooCommerce we carried these principles into a brand new website, bringing the brand to life whilst providing a fully editable and scalable site for growth across venues and countries.

Together with Day Trip Studio we helped to design graphics for the upcoming Bristol venue. From signage and staff t-shirts, right through to video and poster graphics.

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Fiasco Design have elevated our brand and brought the branding to life. We're really pleased with their multi-disciplinary capabilities and look forward to a long term collaborative relationship.
James Bidgood, Head of Marketing

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