A conceptual brand redesign of the Chicago based clothing company, Alcala’s Western Wear. The goal of the redesign was to create a new identity mark and visual system that better represented the Western aesthetic. Alcala’s identity system was not cohesive and lacked other visual elements that connected it’s products to it’s infuence. The solution was an identity mark and illustrative patterns that pulled inspiration from the Latino Vaquero’s. The ornamental style and stitching represents the strength, quality and originality of Alcala’s roots.