Eminem - Mom’s Spaghetti





Eminem — Mom’s Spaghetti

Creative Direction · Branding · Illustration · Art Direction

Commissioned to create the branding and visual identity for Eminem’s “Mom’s Spaghetti” pop-up in Detroit, I developed a design system that fused local nostalgia with pop-culture irony.

Referencing the now-iconic lyric from “Lose Yourself,” the identity blended humor with grit—pairing bold hand-drawn typography and retro Americana motifs to capture the irreverent tone of the project. A 1950s-style housewife illustration, subtly subverted through design, anchored the visual direction, alongside an illustration of a takeout container filled with spaghetti and meatballs, a nod to how the dish is served at the restaurant.

I collaborated with Letter Cat Sign Co. to produce a vibrant sign-painter–style graphic, directing composition, color palette, and lettering to evoke an authentic hand-rendered feel. The system extended across apparel, signage, and packaging, later becoming the official branding for the Mom’s Spaghetti Pasta Sauce line, cementing its place in modern pop culture.

Collaborator: Letter Cat Sign Co.

Roles & Contributions:
• Creative Direction and Visual Identity Development
• Illustration and Hand-Lettering Design
• Signage and Packaging Art Direction
• Collaboration and Brand Expansion Strategy