From the very start, we had to brand ourselves with the spirit of the Lone Star State. Texans take pride in all their products, and we take pride in ours. We want a brand that encompasses everything that’s great about Texas and Texans, from the RED DIRT of rural country roads to the BLACK GOLD of the oilfield. We want to celebrate Texans’ fighting spirit, from the resolution of COME AND DRINK IT to the victory of our independence in 1836. We want to appreciate the beauty of the YELLOW ROSE of Texas and our headquarters, Tyler, and the fierceness of the DIAMONDBACK.

Texas is a wealth of inspiration, and we’re hard at work on capturing it in our Texas State of Mind.