Tap into New Mexico Craft

This promotional image blends New Mexico’s rugged landscape and identity with its artisanal craft culture. The bright yellow logo stands out against weathered turquoise, featuring subtle illustrations of a yucca, mountains, a roadrunner, and a hot air balloon—symbols that embody the state’s identity and the hand-crafted nature of the campaign’s featured products.

Saltillo Sans is a custom display typeface developed exclusively for the Tap into New Mexico Craft campaign. Drawing inspiration from the hand-drawn, mono-line logo, I expanded select letters in the logo into a complete alphabet, creating a cohesive font that embodies the campaign’s artisanal essence. The font’s clean, yet characterful lines echo the craftsmanship of the beer, wine, and spirits it promotes, reinforcing the handmade ethos at the heart of New Mexico’s craft culture. By integrating a display font directly tied to the campaign’s logo, Saltillo Sans strengthens brand consistency and highlights the attention to detail that defines both the campaign and the products it celebrates.

You can see examples of this design system in application below in the form of a pallete wrap and box truck wrap.