Piston Riders

Piston Riders is a brand identity for a brewery company located in Los Angeles, USA, on the famed highway Route 66. Route 66 is famous for road trips, running from Chicago to Santa Monica. The conceptual theme behind this project is the outlaw motorcycle club lifestyle. The brand’s name comes from a part of the motorcycle engine, Piston, a vital component, and Riders to represent the group traveling the highway together.

The design challenge of this project is to bring the story through the packaging. There are three kinds of beer with conceptual names that based on parts of a motorcycle. The first one is “Kick Start,” a strong pale ale, the second is “Knuckle Head” an amber ale, and the last one is “Spark Plug,” an IPA dry-hopped beer. The main design elements are the motorcycle club vest and the texture on the label representing dirt, dust, and what riders would see along the road trips.