Route 61 Pecans — Brand Identity
Born in Clarksdale, Mississippi — the heart of the Delta blues and the legendary crossroads where Robert Johnson sold his soul to the devil so he could play the guitar — I created Route 61 Pecans as a love letter to my heritage. This student branding project celebrates Mississippi’s rich musical roots and its abundant pecan groves through a warm, nostalgic identity that feels both timeless and distinctly Southern.
I designed a versatile logo system featuring the Mississippi state silhouette, Route 61 shield, and elegant script typography, along with a rich blue color palette inspired by the blues music that Robert Johnson helped pioneer as its forefather. The brand extends across premium packaging (tins and map-patterned snack bags), social media ads, and retail mockups that tell the story of hand-harvested, soulful pecans straight from the Delta.
Tools: Adobe Illustrator & Photoshop
Deliverables: Primary & secondary logos + variations, full brand style guide & color system, packaging designs (tins, stand-up pouches), & social media mockups
Disclaimer: This project is a case study created for portfolio purposes only. It has not been implemented or used commercially by the business. All original design work (logos, color systems, layouts, illustrations, etc.) was created by me. Any third-party fonts, stock photography, or reference graphics used remain the property of their respective owners and were used for mockup and presentation purposes only. I do not make any money from these designs, and this work is presented purely for demonstration of my design skills and creative process.