Bold Rock
Deliverables: Sketches, Initial design concepts, comps & mockups, product options, final production ready designs
Services
Merchandise Designs & Illustrations
Client
Bold Rock Hard Cidery
Bold Rock Hard Cider Merchandise campaign
This campaign focused on merchandise to be sold in the tap houses merch store. Our theme was: "Living Bold" & "The Craft Lifestyle"
The Bold Rock merchandising strategy moves beyond simple logo placement to create a lifestyle brand. The designs are curated to appeal to the "craft culture" demographic—consumers who value authenticity, the outdoors, and community. The collection leverages a warm, harvest-inspired color palette and varied typography to create apparel that feels like relaxed streetwear.
This collection displays concept, spec projects to demonstrate my complete design process and problem-solving skills. Merchandise design created in partnership with our outreach sales for the Bold Rock brand.
Visual Identity & Color Psychology
Harvest-Centric Palette: The collection utilizes a distinct "Earth & Harvest" color story—burnt orange, mustard yellow, maroon, sage green, slate blue, and chocolate brown. This strategically reinforces the product's core ingredient (apples) and peak seasonality (autumn), while feeling cozy and approachable.
Typography as Voice: The typography shifts between two distinct voices:
The Bold Slab Serif: (e.g., "HARD CIDER DRINKER") communicates strength, masculinity, and established quality.
The Hand-Lettered Script: (e.g., "Living Bold," "For the love of Apples") communicates craft, artisan skill, and a friendly, relaxed vibe.
Content Pillars & Thematic Targeting
The designs are segmented into specific "micro-niches" to widen the appeal.
The Brand Loyalist ("Living Bold Since 2012"), The Product Purist ("Drink More Cider"):
Strategy: Highlighting the founding year establishes heritage and longevity. It signals that Bold Rock is not a fad; it is a staple. The "Hard Cider Drinker" bold text acts as a badge of honor for those who prefer cider over beer. These designs strip away the fluff to focus on the quality ingredients in their beverage of choice.
The Outdoor Enthusiast ("Tread Lightly"):
Strategy: The cabin and mountain imagery is a graphic stylized version of their New Barrel Barn where they make their craft cocktails. This is set against the blue mountain backdrop that visitors get to take in while visiting the cidery. The vision was to connect the drink to the mountains and the hiking/camping lifestyle. The slogan "Tread Lightly" subtly aligns the brand with eco-consciousness and outdoor ethics, a key value for their target audience.
Merchandising Hierarchy
The campaign offers a strategic mix of garment types to maximize utility:
T-Shirts: Low barrier to entry, casual, everyday wear (walking billboards).
Hoodies & Crewnecks: Higher price point, higher comfort, associated with cozy campfire nights (premium feel).
Dad Hats: A trendy accessory that allows for subtle branding and complements the outdoor aesthetic.
Dog Scarfs: For the "Dog Person" Demographic ("Being Bold is Ruff"): Strategy: Their cideries are a dog-friendly space and they wanted to cater to their dog parent demographic. By featuring a stylized dog wearing sunglasses, the brand taps into the massive pet-owner market, making the shirt relatable and shareable on social media. It adds a layer of wit and personality.
Summary of Strategic Goals
Transition from Product to Lifestyle: Make Bold Rock a brand you wear, not just a drink you consume.
Community Building: Use "Insider" language (e.g., "Hard Cider Drinker") to create a sense of belonging.
Visual Consistency: Ensure all items, despite different graphics, look like they belong in the same collection through consistent color grading.
