A rugged visual identity drives a truly unique brew

MotoSonora Brewing uses custom packaging design to own the culture and character of desert motocross.

INTRODUCTION

For years, Tucson natives Jeff and Jeremy DeConcini dreamt of a brewery that combined their lifelong passions for motocross culture, their desert home and craft beer. In collaboration with master brewer Tomme Arthur, the brothers founded MotoSonora Brewing Co., and Traina was brought in to kickstart the brand and get it headed for the horizon.

The name MotoSonora, along with beverages like Victory or Death IPA and Belly Tank Blonde, were chosen as a tribute to the golden age of cross-country road racing and a callout to the brewery’s home base in the Sonoran Desert. A raw, authentic brand identity was needed to attract adventure-seekers and weekend warriors alike in search of beer with character. Starting with a warm earth tone palette and a classic, road-worn script logo, we infused the familiarity of the gritty desert landscape into the brand’s product line, while leveraging vintage racing elements all across its multiple touch points.

Craft with character

MotoSonora’s off-road racing motif allowed creativity to come through in new ways for a brewery. No need to hide the can behind an opaque label, for instance—our design lets that aluminum shine through to evoke all that’s under the hood as well as capture the steely character of competition.


Along with the signature racing stripe and custom palette created for each product, a full suite of supplemental design expressions hearken to the old-school sport decals beloved by racers. Even each beer’s ABV percentage—a detail traditionally minimized on alcohol packaging—is worn loudly and proudly like a vintage racing number.

Inspired by racing decals, Traina created a suite of supplemental design expressions to evoke the brand across media and prevent logo fatigue.

RESULTS

Moving full throttle

The MotoSonora brand has gained traction throughout Arizona and firmly claimed its space with its target audience of expeditionary tastemakers. The MotoSonora taproom and beer garden in Tucson is now a destination for craft lovers and gearheads alike, decked out in homage to famous motocross races, and a home base for this unique collab in the craft beer landscape.


Let’s move things forward.

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