Pioneer Daze began as a redesign of the existing Sierra Nevada brand. In the beginning of the design process, I realized that it would be more effective to create the branding for an imaginary competitor instead. After researching Chico’s history, I discovered a long - lost celebration known as Pioneer Day. Inspired by this raucous celebration, I crafted a company that was built on this bit of lost history. And thus, Pioneer Daze was born.