Blue Weekend | North American Tour

Wolf Alice

London-based band Wolf Alice has a fanbase fueled by raw, authentic connections through music and visuals. Their blend of old and new stirs deep emotion, calling for a visual identity that transcends traditional album promotion. Drawing from the cinematic intensity and bold emotion of Blue Weekend, the tour materials were designed to capture and amplify that energy.

Insight

Challenge

Bring Blue Weekend to life with a North American tour merch collection that channels the album’s bold visual identity and sonic essence.

Black and white photo of five people walking on the beach, with a cliff in the background. Three people in the center, all dressed in dark clothing, with two more people on the sides, out of focus.

Each of the 25 shows became an immersive, collectible experience, with custom artwork designed for every stop, building anticipation for the next visual chapter. Inspired by the sonic and visual world of Blue Weekend, each piece reflected elements of the album’s essence.

Idea

Close-up of a large industrial machine with a prominent blue circular component, surrounded by metallic framework and mechanical parts.

A poster advertising a Wolf Alice concert at the Ogden Theatre in Denver, Colorado, with a grayscale artistic image of a woman with long curly hair holding a cigarette, set against a blue background with black dots.

Paint artist using a palette knife to spread blue paint on canvas with four containers of blue and white paint in the background.

Bridging the worlds of classic and contemporary, the identity blends symbolic paintings with bold, eye-catching textile patterns and shapes, all arranged in a dynamic grid. This work comes to life through limited-edition screen prints and a range of merchandise.

A poster for Wolf Alice's North American Fall Tour dated September 29, 2022, featuring a black and white stylized illustrated woman with long hair and closed eyes, holding something in her hand with a blue heart below her. The background has a blue circle and black decorative patterns.

Poster for Wolf Alice's North American Fall Tour on October 3, 2022, at Newport Music Hall in Columbus, Ohio. The design features a black and white illustration of a dog hanging upside down by its hind legs, with blue and black striped background elements and text.

Poster for Wolf Alice's North American fall tour, October 15, 2022, featuring artwork of a stylized portrait of a woman with long hair, holding a phone with a geometric pattern, with bold blue text and geometric shapes.

Each show’s custom merch design was unveiled through social media on the day of the performance, building excitement and giving fans a first look at the exclusive pieces. This real-time reveal created a sense of urgency and connection, turning each drop into a shared experience that extended beyond the venue.