We bridged the contrasts by creating a thunderbird with wheat tail feathers. Wisconsin wheat is resilient and hardy, withstanding frigidity. The strong angles of the brand symbolize the fortitude of the family namesake and the resilience of the wheat plant through cold Wisconsin winters. Thunderbird Bakery delights in deploying difficult pastry techniques that require skillful, hearty handwork. Because the thunderbird originated in Indigenous oral traditions, Hype was inspired and inclusive of Native stylistic elements. Warm, muted earth tones from architecture, textiles, and jewelry were some of the sources of inspiration from their New Mexico family roots. The pop of turquoise alludes to the magical and potent properties believed to be held by this gem in Native cultures.