Apparel and merch for Capit-ale, a Devils Backbone collaboration with the Washington Capitals, sold at Capital One Arena.
Apparel Graphics
Illustration
Licensed Collaboration
The Brief
Devils Backbone and the Washington Capitals teamed up on Capit-ale, an India pale ale sold in cans at Capital One Arena and a few nearby spots. The beer needed a merch line to match: pieces fans would buy on the concourse and wear to a game. Everything launched for the 2021 opening season.
Problem
The line had to read as the same beer across a tee, jersey, koozies, and embroidered knit hats, each with its own material and production method. Capitals licensing meant working inside their brand guidelines, with their marks locked and their colors fixed, and the whole line had to be designed, approved, and produced ahead of opening season.
Design Intent
As a sports fan, the merch I actually buy is never just a logo slapped on a stock. The line sits in the Capitals’ red, white, and blue, with Devils Backbone carried by its badge rather than its colors. One koozie takes a tie-dye pattern, one inspired by a bomb pop, and the third stripped back for fans who wanted something simpler. The tee rebuilds the Capit-ale lockup for screen print, redrawn and recomposed for the chest. The artwork changed shape for every application, but the palette held the line together.
Outcome
The line was available for purchase at Capital One Arena through the season and came back the following year.
