Custom Ink CLINK! Happy Hour, 2019
Custom Ink is a Virginia-based leader in custom apparel, known for helping individuals, teams, and organizations design and order custom gear with meaning. I was tasked with designing the logo for Custom Ink’s company Happy Hour initiative.
Logo Design Process
The concept plays on the word “link,” symbolizing community and collaboration, while also referencing the celebratory clink of glasses and the “ink” in Custom Ink. These combined puns honors both the brand and its employees—fondly known as ‘Inkers.’
The concept plays on the word “link,” symbolizing community and collaboration, while also referencing the celebratory clink of glasses and the “ink” in Custom Ink. These combined puns honors both the brand and its employees—fondly known as ‘Inkers.’
Tools: Adobe Illustrator, Adobe Photoshop
Logo Applications
The final logo was used across internal communications, including email headers, and on flyers for CLINK! Happy Hour events, supporting moments of connection and community outside the office.
The final logo was used across internal communications, including email headers, and on flyers for CLINK! Happy Hour events, supporting moments of connection and community outside the office.
Euphoria Threads, 2024
Euphoria Threads is a gender-free apparel brand grounded in kindness, inclusivity, and love. At its core, the brand is about uplifting trans and queer joy, giving back through charitable support, and creating spaces where everyone under the 2SLGBTQIA+ umbrella feels seen, valued, and empowered.
Euphoria Threads is a gender-free apparel brand grounded in kindness, inclusivity, and love. At its core, the brand is about uplifting trans and queer joy, giving back through charitable support, and creating spaces where everyone under the 2SLGBTQIA+ umbrella feels seen, valued, and empowered.
Logo Design Process
The logo was designed to evoke a sense of euphoria while maintaining a clean and modern aesthetic. The circular composition reinforces unity and wholeness, while the surrounding stars symbolize limitless possibilities, queer and trans joy, and the magic of self-discovery.
Tools: Adobe Illustrator, Adobe Photoshop
Inspired by a calm night sky, which is a recurring theme in the brand's illustrations and product designs, the logo captures a sense of wonder and empowerment. The curved lines and balanced typography create a bold yet welcoming feel, aligning with the brand’s mission to uplift and empower the community through gender-free apparel and accessories.
Roots Fitness, 2016
Roots Fitness is a gym in San Antonio, Texas, rooted in the belief that strength grows from a solid foundation. The client envisioned a logo featuring tree roots to represent grounded progress, resilience, and personal growth.
Roots Fitness is a gym in San Antonio, Texas, rooted in the belief that strength grows from a solid foundation. The client envisioned a logo featuring tree roots to represent grounded progress, resilience, and personal growth.
Tools: Adobe Illustrator, Adobe Photoshop
Logo Design Process
To reflect the client's vision, I merged organic, nature inspired elements with a bold, distressed aesthetic. The goal was to create a logo that felt rooted, strong, and approachable, connecting physical fitness to the natural world.
I began by exploring forms found in nature, sketching branch like shapes and fluid lines to convey growth, movement, and resilience. These organic elements were integrated directly into the company name, allowing the logo to feel alive rather than rigid. The typography was intentionally distressed, adding texture and character while reinforcing a sense of grit and authenticity.
Throughout the process, I focused on balance, ensuring the mark felt bold enough to stand up in a physical space while still maintaining warmth and approachability. The final design was refined for versatility and scale, making it effective across both large format applications and smaller branded materials.
Outcome & Applications
The completed logo was featured as a large scale mural inside the gym, becoming a focal point of the space. It was also applied across business cards, website, print collateral, and apparel, creating a cohesive visual identity that supports the brand’s mission to explore fitness naturally.
The completed logo was featured as a large scale mural inside the gym, becoming a focal point of the space. It was also applied across business cards, website, print collateral, and apparel, creating a cohesive visual identity that supports the brand’s mission to explore fitness naturally.
The Wandering Brew, 2025
The Wandering Brew is a mobile coffee and food truck centered around adventure, comfort, and community. The client wanted a character-driven mark that felt playful and welcoming while reflecting the spirit of being on the move.
The Wandering Brew is a mobile coffee and food truck centered around adventure, comfort, and community. The client wanted a character-driven mark that felt playful and welcoming while reflecting the spirit of being on the move.
Logo Design Process
To bring this vision to life, I created a hand-drawn coffee cup mascot wearing boots and a backpack, symbolizing wanderlust, approachability, and coffee meant to travel. The identity was supported by a nature-inspired color palette and friendly, functional typography system to ensure clarity across mobile and outdoor applications.
Tools: Adobe Fresco, Adobe Illustrator, Adobe Photoshop
To bring this vision to life, I created a hand-drawn coffee cup mascot wearing boots and a backpack, symbolizing wanderlust, approachability, and coffee meant to travel. The identity was supported by a nature-inspired color palette and friendly, functional typography system to ensure clarity across mobile and outdoor applications.
Tools: Adobe Fresco, Adobe Illustrator, Adobe Photoshop
Outcome & Applications
The final branding was applied across the truck visuals, menu design, and supporting brand materials, creating a cohesive and recognizable presence.
The final branding was applied across the truck visuals, menu design, and supporting brand materials, creating a cohesive and recognizable presence.
Need a logo for your brand or business?
Email me: sjmoecker@gmail.com
Email me: sjmoecker@gmail.com
I'd love to hear your vision!
