Live Nation

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Mosh Burger

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Live Nation ✦ Mosh Burger ✦

The Problem

Live Nation wanted to launch original food and beverage brands inside its venues. For burgers, the challenge was creating a brand that felt natural in high-energy music spaces while remaining flexible enough to scale across venues nationwide.

I was given only the name Mosh Burger and asked to create a mascot. Everything else was open, with multiple concepts competing for approval.

The Solve

I built the Mosh Burger brand, mascot, and visual system entirely solo, pulling in punk references I grew up with—checkerboard patterns, halftone dots, and a chill lil’ mascot dude—to create something I’d genuinely want to eat at.

Mosh Burger was selected as CEO Michael Rapino’s top choice and rolled out across Live Nation locations.

What I Did

Creative direction, brand and visual identity design, mascot design, packaging and signage design, illustration, art direction for photoshoot

I designed the logo with movement in mind, inspired by the physical energy of a concert crowd jostling and colliding.

Moshers

CD: Albie Alexander
ACD & Designer: Shelby Bass