Buscadero Motorcycles is a family run custom motorcycle brand based in Utah, known for its garage built ethos and rebellious spirit. The project focused on creating a distinct visual identity that could live across merchandise, digital channels, and physical hardware. The objective was to sharpen the brand’s visual voice, build stronger recognition, and create assets that resonated with Buscadero’s close knit community of riders, builders, and fans.

The motorcycle space is visually saturated, often leaning heavily on familiar tropes. The creative challenge was to honour heritage without falling into cliché, while delivering something raw, hand crafted, and unmistakably Buscadero.

The approach drew from vintage motorsport graphics, desert symbolism, and traditional hand drawn illustration. Central to the system was the creation of the Moto Snake, a bold icon developed through an iterative, hands on process of sketching, testing, and refinement. The snake became a visual metaphor for motion, danger, and independence, capturing the spirit of riding and the brand’s rebellious attitude.

The identity helped define Buscadero’s visual language and significantly increased brand recognition. The Moto Snake emerged as a hero symbol, appearing across merchandise and motorcycle parts as a clear mark of belonging. Embraced by the Buscadero community, it became more than a graphic, serving as a shared symbol of identity, craft, and attitude.