Sendero Bottoms
Client: Sendero Provisions Co.
Role: Assoc. Design Director
Brand Identity
Custom Typography
Packaging Design
Merchandise
Illustration
Art Direction
©2026
Sendero Provisions Co. approached us to develop merchandise labels and packaging for the relaunch of their Bottoms collection. Partnering with our Head of Design, I helped establish six distinct visual identities and led the development of four custom logos for the Bandera, Hueco, Canyon, and Daniela jeans. From there, we brought each identity to life through a series of custom labels and packaging elements.
While the project was highly collaborative across the design team, I took the lead on establishing the typographic system, badge look and feel, custom hangtag illustrations, leg stickers, and the agave illustration featured on the matchbox.
Following the launch, the identity was expanded across the full portfolio of SKUs and became the foundation for a much broader brand ecosystem, appearing across point-of-sale materials, out-of-home advertising, experiential activations, merchandise, and the integrated "How Texas Does Light" campaign, including multiple commercial spots.
