The rebranding of Native Son was centered around creating a welcoming, inclusive, and playful identity that reflects the energy of Southern California’s vibrant drinking culture. Tasked with redesigning the brand from the ground up, I ensured consistency across all aspects, from events to merchandise. While much of the branding was reimagined, we retained the iconic dinosaur, a key element of the bar’s original charm. Throughout the process, I collaborated closely with vendors, sponsors, and partner breweries to bring this new vision to life.