Coachella - Mini-Mart







Coachella — Mini Mart Merch Booth

Creative Direction · Illustration · Environmental Design · Merch & Collateral Design

For Coachella’s annual festival, the team planned to convert 20 shipping containers into a full-scale merchandise booth inspired by a desert-friendly mini mart. They brought me on to design the marquee identity—a hand-drawn, nostalgic mark that felt authentic to a roadside strip-mall convenience store.

Leaning into my own background working as a mini mart clerk for years, I drew from those memories to capture the imperfect charm of local signage. I italicized the type to give it energy and a sense of movement, evoking the visual rhythm of classic chains like Quick-Check.

Next, I developed a custom mascot based on the desert’s own roadrunner bird, giving the booth a playful personality that tied into the region’s identity. Once the main marks were approved, I extended the design system across a range of festival souvenirs—including koozies, keychains, bumper stickers, and T-shirts—bringing the mini mart theme to life through every touchpoint.

Roles & Contributions:
• Creative Direction & Visual Concept Development
• Hand-Drawn Logo & Marquee Design
• Mascot Character Design
• Typography & Illustration
• Merchandise & Collateral Design
• Environmental Application & Brand Extension