Lasso is a branding project developed for ADV 224: Intro to Creative Media, focused on creating a fictional alcoholic beverage brand with a full visual identity system and advertising campaign. I designed Lasso as a modern seltzer inspired by Western cues, shaped by a clean, minimal aesthetic, and intended to feel quietly confident with a touch of cheekiness. The brand system spans digital, print, and environmental applications, maintaining consistency and style across all touch points.
Logo
The Lasso logo began with the bold, Western-inspired Gin typeface. I redesigned the “A” into a high-bar variation, placing the crossbar near the top of the character, to echo the verticality and geometry of the other letters. To reinforce the brand name and add motion, I also split the bottom of the “L” across both sides of the wordmark with a subtle diagonal cut, creating a visual pull that emulates the movement of a lasso.
Packaging
The lineup draws inspiration from iconic American regions—California citrus groves, Arizona agave fields, and Washington’s wild forests. Each flavor expresses its origin through a clean, cohesive yet modular design system. The vertical logo placement not only creates shelf impact, but also allows the brand name to remain visible when the can is being tilted to drink—turning every sip into a subtle brand moment. A neutral base palette keeps the system elevated, while bold, flavor-coded accents add distinction to each flavor.
Campaign
The “Your Greatest Catch” campaign builds on Lasso’s Western-inspired identity with a playful, confident tone rooted in the idea of discovery and reward. The visuals spotlight the product wrapped in a coiled rope—positioning it as both a prize and a nod to the brand’s namesake. The phrase “Your Greatest Catch”balances flirtation and function while inviting consumers to “throw a Lasso” and rope in their favorite flavor.
THE AWARDS
Student Bronze ADDY – Logo Design (AAF Lansing)
Student Silver ADDY – Typeface Design (AAF Lansing)
Student Silver ADDY – Packaging Design (AAF Lansing)
Student Silver ADDY – Packaging Design (AAF District 6)
Student Gold ADDY – Typeface Design (AAF District 6)
