MY ROLE

All creative was creative designed by me utilizing existing assets and brand standards. All of the murals were designed and painted by me.

CLIENTS ASK

Armadillo Ale Works wanted to transform their building into a more memorable experience for their customers by pulling inspiration from the Denton community and the history of the building. Additionally, the client wanted to create a more unified brand presence through the creation of new printed assets.

DETAILS

Armadillo Ale Works was a staple of Denton, Texas. They were a brewery and operated as a coffee shop, event venue, and third space. The staff was filled with artists, musicians, and essential community figures. I had the pleasure of working with all of them to curate a unique experience at the Armadillo, utilizing everyone's distinctive taste and broad cultural expertise developed over years of living in Denton. I was initially tasked with creating merchandise such as stickers, shirts, and posters. My role expanded to encompass various creative endeavors, including murals, social media posts, packaging designs, and menus.

The core visual objective was to infuse a loose creative style across all visual elements. I ensured a cohesive visual narrative from the cans to the apparel and the brewery's facade. To achieve this, I tailored the brand's style, paying homage to the historical significance of the building, once a popular mechanic's shop, now transformed into a beloved brewery within the community. Drawing inspiration from the nostalgia of old-school truck stops and diners, I crafted a visual language that resonated with patrons, evoking a sense of familiarity with long-time Dentonites and a connection to the community for newcomers.