Birkenstock Attitudes
Birkenstock Attitudes is a locally owned Birkenstock retailer in West El Paso, owned and operated by my friend Paul Novoa. After seeing a hand-drawn doodle style I had used in previous projects, Paul reached out to create an original design for Birkenstock Day 2025 that could be used across the store’s merchandise and promotional materials.
The artwork combined illustrations of recognizable Birkenstock silhouettes with loose, energetic linework and subtle references to El Paso, including desert imagery, the star, and the city’s name. We explored different compositions, color treatments, and levels of local detail before arriving at a design that felt playful and expressive while still keeping the products and Birkenstock Attitudes identity at the center.
The final artwork was adapted into a T-shirt design, stickers, and digital assets for the store’s Instagram. The project became more than a single event graphic. It gave Birkenstock Attitudes a custom piece of artwork that felt specific to the store, its personality, and the West El Paso community it serves.
