“There is a breed of desert men, not hiding exactly but gone to sanctuary from the sins of confusion,” John Steinbeck wrote in Travels With Charley. Electric Cactus is a West Texas bar that was branded with this breed of people in mind, desert souls who have found sanctuary in a sparse but beautiful land. The branding revolves around bold line work, southwestern colors, and a fusion of electric and desert elements. This blending of elements is elaborated upon with a set of icons that are flexible in style, adding a layer of eclecticism to Electric Cactus’ identity. A mix of industrial, vintage, and bold typefaces help the viewer imagine the time and place by which this bar is inspired.