The branding had its origin in a personal customer experience during an event at their rodeo arena. Inspired by this moment, I decided to focus the identity on an illustration of a coyote. However, at first we faced the challenge that the image was too aggressive and did not fit with the brand's values. After several adjustments, we finally arrived at the final version that captured the essence we were looking for. In addition, the branding texts were developed with references to the old west culture, thus creating a unique combination of vintage and modern elements. This approach allowed me to create a visual identity that evokes the nostalgia of the past while remaining relevant to the present.