Texas Special

Role: Associate Design Director / Lead Designer

Responsibilities:

Campaign
Identity
Merchandising
Retail Experience

Texas Special is a heritage lager rooted in Texas tradition, with a personality shaped by local pride, classic beer culture, and an easygoing sense of nostalgia. I led the design and development of the brand's campaign and merchandise collection, creating a cohesive visual system that celebrated these roots while feeling relevant to a modern audience.

The creative direction drew inspiration from vintage Texas beer culture—retro roadside signage, heritage typography, worn-in textures, and bold, sun-faded color palettes that evoke a sense of familiarity and place. The goal was to capture the spirit of an old Texas favorite while building a flexible system that could extend naturally across a wide range of brand experiences.

The resulting identity was translated across apparel, point-of-sale materials, campaign assets, and promotional touchpoints, creating a consistent visual language that feels authentic, approachable, and distinctly Texan. By balancing nostalgic references with refined execution, the system honors the brand's heritage while remaining adaptable enough to evolve alongside it.