Chupacabras Alternate Identity

I created a new MiLB cap, jersey, and alternate logo as part of the Round Rock Chupacabras' refreshed team identity for the Copa de la Diversión. I was encouraged to explore creatively by experimenting with bold visual directions and unconventional design elements.

A key objective was to incorporate more vibrant colors and playful design details to better connect with and celebrate the team’s Hispanic community and fanbase.

2024

Process

I started by sketching a wide range of ideas, gathering inspiration, and identifying what stood out to me across different directions. Once I had plenty of concepts to try out, the designs came together in Illustrator piece by piece, allowing me to refine, edit, and evolve each element until the final direction.

Drawing inspiration from the chupacabra figure, I wanted to make a fierce, dynamic, and sharp logo. Various elements on the logo tie to traditional Aztec styles and Hispanic influence. Once I expanded from the gray & green palette from previous seasons to incorporate yellow & more red, the design flourished.

Finals

The final designs feature a fierce chupacabra head logo paired with a bold, chunky wordmark. The celebratory jersey pulls visual elements directly from the logo design, creating a cohesive identity across the cap, uniform, and main mark.

Photos