• Sports

“Racing Fuel” Branding/Merch Collab for Hub City Spartanburgers

Developed a high-energy brand identity and custom merchandise suite for a multi-partner beer and apparel launch in the Upstate.

The Challenge

This project required merging multiple distinct brand identities—including a professional baseball team and a NASCAR racing team—into a single, cohesive concept. The goal was to create a “Racing Fuel” brand that felt authentic to both the racetrack and the ballpark while engaging a diverse local fan base across various industries.

The Solution

We developed a custom beer label for Rockers Brewing Co. that blended retro baseball aesthetics with NASCAR-inspired elements like checkered flags and signatures. We also illustrated a unique t-shirt featuring the Spartanburgers’ mascot, “Chuck,” to drive fan engagement and apparel sales at local events.

We partnered with a group of local leaders—including Spartan Waste, the Hub City Spartanburgers, and Rockers Brewing Co.—to launch “Racing Fuel.” This collaboration was designed to celebrate Spartanburg’s sports culture through a custom beer and limited-edition merchandise line that connects fans across the Upstate.

  • Strategic Brand Merging: The “Racing Fuel” beer label combines the vintage style of the Hub City Spartanburgers with the energy of Jeremy Clements Racing. We integrated the iconic Spartanburgers arrow with checkered flags and NASCAR-inspired signatures to create a design that works in both a stadium and a garage setting.
  • Custom Apparel Illustration: To drive merchandise interest, we created an original illustration of the Spartanburgers’ mascot, Chuck, for a limited-run t-shirt. The design is bold and specific, built to stand out at local games and community events.

This project brought together partners from construction and media to sports and brewing into one unified marketing effort. By focusing on cohesive design, we helped these organizations create a campaign that builds local pride and gives fans a tangible way to engage with multiple Spartanburg brands at once.

Looking for a collaboration that turns heads?

Let’s merge your brand with a bold concept that drives real fan engagement.