Roadkill Hard Seltzer, based in Orlando, FL, is built for the restless and unapologetically underground. With a raw, chaotic identity and bold visuals, it’s a brand that thrives on impact, not conformity.
Company
Roadkill Hard Seltzer
Timeline
2025
—
2026
Role
Packaging Designer, Photographer, Editorial Designer, Brand Designer, Brand Development
Project Overview
Roadkill’s identity lives between abstraction and representation, using simple forms that invite open interpretation. Precision and structure are balanced with imperfection and experimentation, creating an iconic, flexible system rooted in authenticity and the beauty of the unexpected.
Logo Design and Brand Design
The Roadkill logo was designed to sit between abstraction and representation, echoing the timeless ambiguity of icons like the Nike swoosh or Apple logo. While it suggests a flattened animal, it remains open to interpretation—reading equally as a breaking bone, colliding birds, or opposing arrows. Built with precise geometry yet rooted in hand-drawn exploration, the mark balances intention with imperfection. This philosophy extends to the animal icons, where accidental scanning artifacts were preserved to add texture, authenticity, and celebrate the beauty of the unintended.
Packaging Design
Because the brand is bold, the packaging was designed to support the logo without competing with it. The box bottoms feature dramatic black-and-white photography, adding depth and emotion while keeping the logo as the focal point. The boxes intentionally contrast the cans: cans use strong, flavor-driven color, while boxes remain mostly black and white with color as an accent. Black boxes denote single flavors, white boxes indicate variety packs, and the stacked wordmark maximizes space and flexibility.
The cans stay flat and graphic, centering a white brand badge on flavor-specific colors. This approach balances clean minimalism with a subtle grunge edge, while the flavor icons add personality and quick visual recognition.
Concept For Alternate Color Ways
For this Roadkill line, the cans shift to a predominantly black base to signal a harder, more intense product. The high-contrast foundation feels heavier and more aggressive, while flavor colors are used as restrained accents to differentiate varieties without overpowering the identity. The existing flavor illustrations carry over unchanged, appearing sharper against the black background and clearly elevating the cans into a darker, bolder, higher-alcohol tier within the Roadkill lineup.
Concept For Alternate Color Ways
For this Roadkill line, the cans shift to a predominantly black base to signal a harder, more intense product. The high-contrast foundation feels heavier and more aggressive, while flavor colors are used as restrained accents to differentiate varieties without overpowering the identity. The existing flavor illustrations carry over unchanged, appearing sharper against the black background and clearly elevating the cans into a darker, bolder, higher-alcohol tier within the Roadkill lineup.
Printed Materials
For Roadkill Hard Seltzer, we built a bold, unapologetic identity rooted in rebellion and grit. The brand book defines a raw system of distorted type, torn textures, and irreverent tone, while the magazine ad brings it to life with punchy copy and hand-crafted visuals—positioning Roadkill as a loud cultural statement for a 21–35 audience that rejects the mainstream.
Printed Materials
For Roadkill Hard Seltzer, we built a bold, unapologetic identity rooted in rebellion and grit. The brand book defines a raw system of distorted type, torn textures, and irreverent tone, while the magazine ad brings it to life with punchy copy and hand-crafted visuals—positioning Roadkill as a loud cultural statement for a 21–35 audience that rejects the mainstream.
LUKE
SALTER
Roadkill Hard Seltzer, based in Orlando, FL, is built for the restless and unapologetically underground. With a raw, chaotic identity and bold visuals, it’s a brand that thrives on impact, not conformity.
Company
Roadkill Hard Seltzer
Timeline
2025
—
2026
Role
Packaging Designer, Photographer, Editorial Designer, Brand Designer, Brand Development
Project Overview
Roadkill’s identity lives between abstraction and representation, using simple forms that invite open interpretation. Precision and structure are balanced with imperfection and experimentation, creating an iconic, flexible system rooted in authenticity and the beauty of the unexpected.
Logo Design and Brand Design
The Roadkill logo was designed to sit between abstraction and representation, echoing the timeless ambiguity of icons like the Nike swoosh or Apple logo. While it suggests a flattened animal, it remains open to interpretation—reading equally as a breaking bone, colliding birds, or opposing arrows. Built with precise geometry yet rooted in hand-drawn exploration, the mark balances intention with imperfection. This philosophy extends to the animal icons, where accidental scanning artifacts were preserved to add texture, authenticity, and celebrate the beauty of the unintended.
Packaging Design
Because the brand is bold, the packaging was designed to support the logo without competing with it. The box bottoms feature dramatic black-and-white photography, adding depth and emotion while keeping the logo as the focal point. The boxes intentionally contrast the cans: cans use strong, flavor-driven color, while boxes remain mostly black and white with color as an accent. Black boxes denote single flavors, white boxes indicate variety packs, and the stacked wordmark maximizes space and flexibility.
The cans stay flat and graphic, centering a white brand badge on flavor-specific colors. This approach balances clean minimalism with a subtle grunge edge, while the flavor icons add personality and quick visual recognition.
Concept For Alternate Color Ways
For this Roadkill line, the cans shift to a predominantly black base to signal a harder, more intense product. The high-contrast foundation feels heavier and more aggressive, while flavor colors are used as restrained accents to differentiate varieties without overpowering the identity. The existing flavor illustrations carry over unchanged, appearing sharper against the black background and clearly elevating the cans into a darker, bolder, higher-alcohol tier within the Roadkill lineup.
Concept For Alternate Color Ways
For this Roadkill line, the cans shift to a predominantly black base to signal a harder, more intense product. The high-contrast foundation feels heavier and more aggressive, while flavor colors are used as restrained accents to differentiate varieties without overpowering the identity. The existing flavor illustrations carry over unchanged, appearing sharper against the black background and clearly elevating the cans into a darker, bolder, higher-alcohol tier within the Roadkill lineup.
Printed Materials
For Roadkill Hard Seltzer, we built a bold, unapologetic identity rooted in rebellion and grit. The brand book defines a raw system of distorted type, torn textures, and irreverent tone, while the magazine ad brings it to life with punchy copy and hand-crafted visuals—positioning Roadkill as a loud cultural statement for a 21–35 audience that rejects the mainstream.
Printed Materials
For Roadkill Hard Seltzer, we built a bold, unapologetic identity rooted in rebellion and grit. The brand book defines a raw system of distorted type, torn textures, and irreverent tone, while the magazine ad brings it to life with punchy copy and hand-crafted visuals—positioning Roadkill as a loud cultural statement for a 21–35 audience that rejects the mainstream.
LUKE
SALTER