Creating a bespoke typographic language for a cultural phenomenon.(Read more)
Lil Nas X’s monster hit “Old Town Road” has become a cultural phenomenon. Having spent seven consecutive weeks at the top of the Billboard Hot 100 chart, the song continues to push conversations about what “country” sounds and looks like today.
When we first heard the track, we immediately felt a strong connection between its story and Wrangler–not only because of the explicit “Wrangler On My booty” namecheck, but also because of Wrangler’s deep roots in the American West, and how it’s evolving over time. Our “Wrangler On My Booty” experience is a fun way of bringing the relationship between “Old Town Road” and Wrangler to life.
We created a bold and simple Western inspired typographic voice that ties the full experience and identity together.