Racing Fuel Beer Label & T-Shirt Design Collaboration

Client: Spartan Waste, Hub City Spartanburgers, Rockers Brewing Co. 
Industry: Sports, Merch, Brewing
Services: Custom Illustration, Apparel Design, Beer Can Label Design

At Arrowhead Design Group, we live for creative collisions—and this one brought the heat. We’re thrilled to showcase our branding and design work for one of the most unique collaborations to hit Spartanburg: “Racing Fuel” — a custom beer and merch launch featuring:

Spartan Waste, The Hub City Spartanburgers, Fox Sports Spartanburg, Rockers Brewing Co., Jeremy Clements Racing, USC Upstate Athletics, Clayton Construction Company, and, of course, Arrowhead Design Group.

Project Overview:

This multi-part design project included a custom beer label for Rockers Brewing Co. and a limited-edition t-shirt featuring the one and only Chuck the Burger in true race-day form. From baseball diamonds to racetracks, this project was built to fuel fans across the Upstate.

The Beer Label: Racing Fuel

The label design for Racing Fuel is a full-throttle tribute to Spartanburg’s love of sports, speed, and great beer. To create something that felt fresh but familiar, we blended branding elements from two of the area’s biggest fan favorites:

• Hub City Spartanburgers – Featuring their giant vintage arrow and signature retro style

• Jeremy Clements Racing – Complete with a checkered flag, Clements’ signature, and NASCAR-inspired energy

The result? A dynamic, high-octane beer label that screams race day while staying grounded in the Spartanburg community.

The T-Shirt: Chuck Chugs Racing Fuel

On the apparel side, we created a one-of-a-kind illustration of Chuck the Burger (mascot of the Spartanburgers) chugging beer from a racing fuel can. It’s bold, fun, and completely original—turning heads and turning up the energy at every event. The shirt captures the spirit of the project: equal parts horsepower and hops.

Why This Collab Matters:

This wasn’t just a design project—it was a celebration of Spartanburg’s momentum. By bringing together companies from construction to media, sports to sanitation, we helped create a campaign that blends brand exposure, local pride, and fan engagement into one unforgettable package.

And from a design standpoint, it pushed us to merge multiple brand identities into one unified concept—proof that great design can be both clever and cohesive.

Want a project that stands out like Racing Fuel? Let’s create something bold.
📩 Email us at info@arrowheaddesigngroup.com to collaborate.