Asphalt Cowboys

Asphalt Cowboy is a women-owned trucking company based in Spartanburg, SC. They came to ESM Creative looking for fun, kitschy branding that will stand out, create a buzz in the tracking business + be merchandisable.

Patterned fabric with alternating horizontal stripes containing the words 'Asphalt Cowboys' and cowboy hat illustrations, in various color combinations.

visual direction and brand Language

This branding and the correlating messaging are meant to be different from your normal trucking company. It is #forthegirls!

A pattern with the word 'PEACE' in large, stylized letters, each with a different color and background, some with small illustrated icons like a flower and a hat.
Graphic design for South Carolina trucking company with cowhide pattern background and orange text reading 'South Carolina Trucking Company, ESTD. 2022' and circular border with cowboy hat icons.
A red semi-truck driving on a highway through a desert landscape with colorful canyon cliffs in the background. The truck's trailer displays the text 'ASPHALT COWBOYS' with a cowboy hat icon.

services

brand identity, brand guidelines, illustration, + messaging

Logo for a trucking company called Appalachianboy, established in 2022 in South Carolina. The logo features a cowboy hat and stylized text arranged in a circular pattern with a beige background.
Close-up of a Texas Longhorn cow's head, focusing on its large horn and brown and white fur, with other cows in the background.
Logo with the words 'Asphalt Cowboys' and a stylized cowboy hat in the center.
Black and white line drawing of a person from the waist up, holding a briefcase in one hand and a mobile phone in the other, with office buildings in the background.
Logo for Asphalt Cowboys LLC, South Carolina, with a cowboy hat illustration, bold text, and details including ESTD 2022.
Ashphalt Cowboys LLC logo with a cowboy boot illustration and text indicating Spartanburg, South Carolina, established in 2022.
Logo for Appalachian Cowboys LLC, established in 2022, featuring two mugs of beer clinking, with the location Spartanburg, South Carolina written underneath.
A seamless pattern featuring books, a flower, a sandal, a chair, and other miscellaneous items in brown outline on a pink background.
Vintage-style sign with the words "Asphalt Cowboys LLC," "Spartanburg," and the year 2022, set against a brown background.

color

Illustration of the word 'HAC' with a cowboy hat replacing the letter 'A', on a brown elliptical background.
Text spelling 'Love' with a flower in the middle on a beige oval background.
The word 'ACE' with the letter 'A' and letter 'E' in large block font and a lighter color, and the letter 'C' replaced with an illustration of a lighter with a flame and a pack of cigarettes.
Two T-shirts, one white and one black, displayed on an orange background. The white shirt has a brown graphic design with the text 'Asphalt Cowboys LLC' and 'ESTD 2022.' The black shirt has a simple white text design that reads 'Asphalt Cowboys' with a small orange graphic of a cowboy hat.
Logo for Spartanburg Asphalt Cowbows LLC in South Carolina, established in 2022, with a brown border and decorative elements.
Two tote bags, one cream-colored and one black, hanging against a brown background. Both bags have the same circular logo for 'Asphalt Cowbooys Trucking Company' from South Carolina, established in 2022, with text and small graphic elements in black and white.
Logo for the 2022 Ashalt Cowboy Classic with the words 'ESTD', 'ASHALT', and 'COWBOY SLCC' and an illustration of a matchstick with a flame.