The Fritos Roadhouse
at Stagecoach
art direction • design
At Stagecoach, Fritos rolled into the campground with The Fritos Roadhouse—a bold roadside pit stop built to fuel fest-weary cowboys and girls. Rooted in Fritos’ Western heritage, the Roadhouse transformed a familiar roadside ritual into a destination that pulled people in and fed the cowboy spirit.
With a can’t-miss exterior that became a campground landmark—plus exclusive merch, nostalgic postcard mailers, and a crave-worthy sampling bar—the Roadhouse delivered a fully immersive brand moment. I played a key role in bringing the concept to life—driving the spatial design, visual system, and overall experience from idea through execution.
Render to Reality
Motive Team: Matt Statman, Founder/CEO | Meggie McArthur, CD | Lucas Nelson, Senior Designer | Will DeBause, 3D Designer | Duane Cardinez & Sandi Ciz, Production Designers | Elisa Berzins • Sam Pontes • Claire Duncan, Brand Experience + many more partners and team members