Roots. Crew. Pride.

Conceived as a hub for hometown pride, Born & Raised was to be a bar and brand where locals could actively show their enthusiasm for being from El Paso, Texas. Comprising a restaurant and event venue as well, the project spearheaded a larger movement to raise the standard in El Paso nightlife, establishing a strong platform for future brands.

To capture the fervor and passion the brand demanded, we drew inspiration from motorcycle clubs who display their affiliation boldly and brazenly. Tattoo art heavily influenced the all-original collection of hats, jackets, patches, and other merchandise we created for sale at the location. We carried this visual lore, which featured El Paso pride mottos, into the restaurant where it marked everything from napkins to to-go containers.