Merch concepting, Visual direction, Graphic design, Custom typography
NOCA, a beverage brand, wanted to create merch that feels like part of the culture, not just branded apparel. The direction was vintage streetwear with an edge, inspired by hustle energy, rebellious confidence, and music-driven style. The goal was to translate NOCA’s attitude into wearable phrases and graphics that people would actually want to wear, starting with the line: “If it’s cold, it’s sold.”
I started by translating the vibe into a clear design lane, what type styles, layout rules, and graphic treatments feel authentic to the world NOCA sits in. Then I explored multiple routes for the phrase, from clean statement type to more graphic-led compositions. To make it feel ownable, I created custom hand-drawn lettering so the final mark had personality and a lived-in feel, while staying readable and wearable. I refined the strongest direction, set a consistent system for future drops, and delivered production-ready artwork that could be applied across tees and other pieces without redesigning from scratch. The outcome was merch that looks like a real brand drop, not a logo slapped on a shirt.
