Cowboy Joe’s Propane

Cowboy Joe’s is more than a propane and outdoor supply brand—it’s a tribute to the spirit of its original founder, affectionately known as Cowboy Joe. Rooted in small-town Texas, the brand was built to honor his legacy of friendly service, fair prices, and a passion for the outdoors. Today, Cowboy Joe’s continues that tradition by making it easy and affordable to fuel your next adventure—whether you’re grilling out, hitting the road with your RV, or gearing up for the campsite. From propane tanks to outdoor cooking gear and RV essentials, Cowboy Joe’s is made for folks who appreciate straight talk, local pride, and gear that works.

Project Brief

Cowboy Joe’s partnered with Amezcla to develop a brand identity and visual system that felt distinctly local, approachable, and outdoor-ready. The challenge was to build a brand that could live confidently on signage, social media, merchandise, and packaging—while appealing to a customer base that values practicality, price, and personality. The final creative needed to balance function with fun, while steering clear of politically sensitive visuals (e.g. no firearms imagery).

Creative Direction

The brand builds on the legacy of the original Cowboy Joe with a system that feels local, bold, and built for the outdoors. We introduced CJ the frog as a playful mascot—giving the brand a recognizable, personality-driven icon for signage, merch, and packaging.

The design system uses Forest Green, burnt orange, and a mix of Poppins and Terital United typefaces to balance utility with charm. Every element—from logos to layout—is built to perform across in-store, digital, and outdoor applications, reflecting the approachable, no-nonsense attitude at the core of Cowboy Joe’s.