The design was a single piece of artwork but it had to function across two very different contexts. at mural scale, The design needed to be visually engaging and achievable within the 6 hour window. Thinking further, the design had to be flexible, legible and just as strong when scaled down and placed on a crowded product shelf.

For my concept, I leaned into the idea of "the summer road trip", a form of vacation that's warm, familiar, and easy to connect with. tarantula Hill is known to be adventurous. With a bold design, a vibrant summer palette and some thoughtful planning, I created something aligned with their brand while still bring something new to the table.

With the core artwork executed, the focus shifted to typography and supporting design elements necessary for packaging. Every choice, from type to layout, was made to further the summer road trip theme and strengthen the label's presence on the store shelf.

The initial designs were made on paper with pencil. the idea's were blocked in then each design was made digital. The digital phase allowed for the exploration of color and helped decide which concept was strongest.

The palette intentionally combines complementary with analogous colors to create harmony and visual contrast. The result is a design that feels energetic, warm, and adventurous.

A 5' x 8' space was measured on the wall and then taped off.

using spray paint, a quick doodle grid was then made on the wall.

A photograph was taken of the doodle grid and imported into procreate. An outline of the design was then placed in a new layer on top of the photo.

Using the created file as a visual reference, the design was then sketched onto the wall with a white charcoal pencil.

This was my first time painting in a live event so the experience was new but, extremely rewarding. Those who attended the event were encouraged to engage with the artists throughout the process. I got a good response overall. people seemed to enjoy the modern style and many were able to identify the theme without me communicating it verbally.

Although I didn’t take home the win, seeing the design translated onto a label was still a meaningful part of the process. The mockups shown are for presentation only, but they represent a full-circle moment, taking an idea from concept to something that feels tangible and real.

With the core artwork executed, the focus shifted to typography and supporting design elements necessary for packaging. Every choice, from type to layout, was made to further the summer road trip theme and strengthen the label's presence on the store shelf.

Highway Gothic, used on all interstate, freeway and road signs across the US was a natural choice. its clean, straightforward design is instantly recognizable and effective in capturing the road trip spirit.

A road sign felt like the perfect anchor for the title block, connecting the design to the intended sense of journey and adventure.