American road culture, live rock music and roadside Americana inspired this branding and illustration campaign for Rock ‘n’ Ribs. Drawing influence from the iconic Route 66 sign, the artwork was created to capture the energy of a festival celebrating BBQ, muscle cars, hot sauces, big rig trucks and classic rock culture.

Built around a collection of hand drawn sticker style graphics, the design system features custom icons, character illustration and typography that can be used individually or combined into larger compositions. The final artwork provided a flexible visual identity that could be adapted across event branding, merchandise, posters and promotional materials.