When I was commissioned to design the visual identity for Colt, Lucas already had a very clear vision: a contemporary update on the "Wild West" trope.

References for the project came both from the actual period of the US' western expansionism – the end of the 19th century – as well as the classic western movies from the 1970s responsible for most of the tropes we associate with the period.

Woodkit, designed by Ondrej Jób and distributed by Typotheque, was used in order to achieve both a historical reference – with its woodtype inspiration – and a contemporary look – exploring the variety of its multiple alternate carachters to give a more diverse and contemporary feel.

The texture on the font was paired with wood texture and used throughout the whole identity, in order to bring the rough "Wild West" look to every design piece.

When exploring the identity, each label was given a "movie poster" treatment, receiving a specific title, character, symbol, and color palette. The institutional palette remained in plain black and white in order to work well with the colors from each label.

Appaloosa is an US horse breed, created by its native population. Because of its name, it became the main character for Colt's APA (American Pale Ale) beer.

The idea for Farwest, Colt's North West IPA, was to highlight the vastness and solitariness of the US' deserts, portraying one of its most iconic landscapes with a lonely cowboy serving as a reference for both time and size.

Peacemaker – the nickname given to the Colt 45, one of the most emblematic revolvers of the Old West – is the name for Colt's American Lager. The label gives the nickname a literal approach, transforming the weapon into a toy.

Billy the Kilt – Colt's Scottish Export – blends one of the Western's most famous characters with Scottish references into a single pun.

Tio Sun – Colt's first label – uses the Portuguese pronunciation for Uncle Sam to bring the character into a scalding desert sun with its own Summer Ale in hand.

Ryelander – another wordplay exploring how English words are pronounced in Portuguese – is Colt's Rye IPA, and its label tries to reimagine one of the 1980s most famous franchises as a Western movie.