CRKT x Michael Rodriguez — Xolotl

To celebrate the Day of the Dead and an updated, all-black version, of the Xolotl™ knife, (name inspired by the eponymous Aztec god, designed by knifemaker Michael Rodriguez). I leaned into the cultural imagery of both the holiday and the god of fire and lightning, as well as the all-black theme of the knife to create an icon set that reflected these inspirations and communicated some of the background of its designer. Straddling the line perfectly between celebratory and a little scary, I also used a non-brand typeface for the headline and played with the scale and contrast of all the elements. This work was then applied by me to social media posts and the email design for a truly unique product launch.