Hidden Boot Saloon
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Project:
The Hidden Boot Relaunch — 2026
A Western-themed pop-up parlor inside Flanker Kitchen & Sporting Club in Salt Lake City. Originally launched in 2025, The Hidden Boot returned in 2026 with a full visual refresh. I led the complete redesign of the brand and experience — blending outlaw Western culture with a clean, modern illustration style inspired by festival graphics like Red West Festival.
The refreshed look balanced AI-assisted exploration with a human-driven design approach, using AI as a creative tool without over-stylizing or losing brand personality. The space features a mechanical bull, “Spirits of the West & Outlaw Eats” as its core tagline, and Western iconography throughout — including Dolly Parton, Johnny Cash, and Jelly Roll murals — supported by weekly country nights and DJ-driven programming.
Concept & Features:
•Western-themed pop-up parlor inside Flanker Kitchen & Sporting Club
•Mechanical bull attraction as a central visual and experiential anchor
“•Spirits of the West & Outlaw Eats” brand positioning
•Custom mural artwork featuring Dolly Parton, Johnny Cash, and Jelly Roll
•Weekly themed events including country nights and DJ programming
•Visual style inspired by clean vector illustration and modern festival branding
My Role:
•Re-concepted and redesigned the full Hidden Boot visual identity for 2026
•Developed the refreshed logo system and illustration style
•Created all creative assets across print, digital, and environmental design
•Designed merchandise including trucker hats and branded apparel
•Produced menus, stickers, flyers, signage, and large-format billboard graphics
•Helped shape the overall guest experience through branding and visual storytelling
•Integrated AI into the design process while maintaining a controlled, human-led creative direction
Resultt:
The Hidden Boot Relaunch successfully elevated the pop-up into a fully realized brand experience, driving strong guest engagement and weekly event attendance. The refreshed look modernized the concept while preserving its Western personality, helping position it as a signature activation within Flanker.
Due to its success in Salt Lake City, The Hidden Boot
is now expanding and launching as a featured pop-up experience inside Flanker New York in Summer 2026.
