Not My First Rodeo
A western-themed capsule designed end to end by Crafted by Troy for TEAMLTD, in collaboration with Coors Light Canada. The brief was to build a full apparel line around a single phrase and make it feel like something pulled off a barn wall, not off a template.
The collection runs on a small, disciplined system: a heavy condensed "RODEO" wordmark, a hand-drawn script "Living The Dream" signature, and a family of illustrations in a vintage line-etch style. Cream, bone, and washed red carry the whole range, with a single black-and-white colourway on headwear for contrast.
Every piece got its own illustration rather than a repeated logo — a bucking bronc for the classic tee and hoodie, flame-wrapped boots for the men's back print, and a lighter hat-and-boots line mark for the cropped women's fit. All apparel artwork was built for screen printing, with front-and-back layouts across tees, crops, and the hoodie, plus a separate embroidery file for the trucker cap. Crafted by Troy handled the full design process from concept through production files, working directly with both TEAMLTD and Coors Light Canada through rounds of review and final approvals.
Role: Full collection design, illustration, screen print and embroidery artwork
Client: TEAMLTD
Collaboration: Coors Light Canada
Deliverables: T-shirts, cropped tees, hoodie, trucker cap, bandana
Designed by Crafted by Troy while working with Impulso Media Marketing Agency. All artwork and brand assets remain the property of their respective owners.