Dr Pepper's Unmistakable Ride campaign was an event that would give away a tricked-out, Dr Pepper-themed, Lowrider. The brief was to create a logo for the event that embodied the Lowrider Culture in conjunction with Dr Pepper branding.
I started off the project by extensively researching: graffiti, tagging letterforms, custom script typefaces, tattoos, custom car paint jobs, and accessories. In the first design, I really pushed all of these elements. Dr Pepper felt that the first design leaning too much into the Lowrider Culture. In the end, I was able to bring back the Dr. Pepper branding so we had a nice mix of the two design aesthetics.
I started off the project by extensively researching: graffiti, tagging letterforms, custom script typefaces, tattoos, custom car paint jobs, and accessories. In the first design, I really pushed all of these elements. Dr Pepper felt that the first design leaning too much into the Lowrider Culture. In the end, I was able to bring back the Dr. Pepper branding so we had a nice mix of the two design aesthetics.
Final Dr Pepper Unmistakable Ride Logo.
Version 2: Where I began removing Lowrider elements to balance the design.
Version 1: My initial concept played very heavy on the Lowrider design elements.