Brand identity project for my fictional alcoholic beverage brand, Saloon Sludge.
2x Gold and 1x Bronze 2025 AAF Lansing Addy Winner
Introducing Saloon Sludge!
Saloon Sludge is the original Wild West party punch! Choose between two flavors, the heroic Lawman Lemonade, or the wicked Outlaw Orange. Wherever your alliances fall, this drink packs a mean punch that will make your first rodeo with it memorable. Saddle up cowboy, you're drinking Saloon Sludge!
Inside the Saloon
The initial concept for this brand was an offensivly strong drink, with a questionable name inspired by sticky bar floors, and a theme rooted in tales from the West. However there were many unique choices that make this brand lunge out at you like a rattelsnake. For one the gritty cowboy illustrations bring a certain uncanny charm to the beverage cans. In addition almost all elements on the can are worked in to the artwork, making the entire can a glimpse into the landscape of the Wild West. All of these elements combine to make an eccentric drink and a vibe that customers can immerse themselves in right away.
Unhinged & Unarmed
For the ads of the brand, I opted for an edgy sporadic theme similar to the cans that further develops the voice in a positive way. These ads containing cowboys showcase Saloon Sludge in many different outlandish situations. From massive works of wall art to a mobile billboard showing a horse, these ads are a great way to make people want a six pack, not a six shooter, at their hip.
