Company
Mole Slayer badge
Company badge: an axe strike on a dazed mole, with MOLE SLAYER and .COM inside a red-bordered shield. It is the hero of the homepage and the logo in the site header.
Download PNG ↓
[ Internal // Brand kit v1 // Oct 2026 ]
Brand
Brand
Kit
The idea: heavy-metal pest control, played completely straight. Every other brand in the aisle whispers "humane," "deter," and "eco-friendly." Mole Slayer treats a molehill like a declaration of war and never winks. The joke only works if nobody admits it's a joke.
[ 00 // Badges ]
The badges
Illustrated badges for the company and its flagship product. Use them where there's room for detail: the homepage hero, the product page, packaging, stickers, patches, and merch. For small or one-color uses, switch to the vector marks below.
Format
These are raster (PNG) files, cut out from the originals. Fine for web and small print. Before packaging, embroidery, or large signage, have them redrawn as vector art (SVG/AI/EPS).
Minimum size
80px wide on screen, 1" in print. Below that, the detail turns to mush. Use the skull Mark instead.
Backgrounds
Grave Black or Fresh Dirt. Never on busy photos, and never inside another frame. The badge is already the frame.
[ 01 // Logo system ]
The marks
One symbol, one primary lockup, and a set of supporting marks. Every file is fully outlined SVG, so no fonts are needed. Hand these straight to a printer, embroiderer, or Shopify theme.
Clear space
Keep a margin equal to the height of the "M" in MOLE on all sides. The Mark alone needs a quarter of its width.
Minimum size
The Mark: 20px on screen, 0.3" in print. The Primary lockup: 140px wide. Below that, use the Mark only.
Never
No chrome gradients, bevels, or drop shadows on the mark. No rounding. No recoloring outside the palette. Never show a cute, healthy mole. When a mole appears, it is clearly losing: X'd-out eye, spiral eye, tongue out.
[ 01B // Round two ]
More concepts
Three more directions built on the same skull-and-Death-Stick mark. The Strike won and is now the primary logo. Each one comes in on-black and on-bone versions.
[ 02 // Color ]
Grave palette
Mostly black, bone, and blood. Blaze Orange is a warning color: use it for hazard cues and alerts only. It also matches the field stake.
60%
Grave Black#0A0A0A
Backgrounds, packaging base, 60% of everything.
25%
Bone#EDE6D6
Type on black, light panels, product photo sweeps.
10%
Arterial Red#D2191E
Primary action, accents, tagline bar, the "5".
3%
Blaze Orange#FF4A00
Warnings, hazard stripes, safety callouts only.
1%
Fresh Dirt#3A2B20
Section grounds, packaging inner flaps.
1%
Trap Steel#8A8D8F
Metadata, fine print, disabled states.
[ 03 // Typography ]
Type that yells
All five are free Google Fonts, so they port to Shopify without licensing headaches.
Archivo BlackLogotype. The Strike, product marks, the site header. Tight tracking, all caps, nothing else.
MOLEHAWK
AntonDisplay / headlines / logos. Always uppercase. Tight leading.
Turn their tunnels into tombs
ArchivoBody copy, 400 / 800. Readable at warning-label sizes.
The Molehawk locates the tunnel, holds the line, and closes the case. Sound it. Set it. Stake it. Bag it. Everything you need to turn an active run into a crime scene.
Space MonoLabels, specs, SKUs, legal. The "classified document" layer.
[ PRODUCT 001 // KILL SYSTEM // REV. 5 ] — SURVIVORS: 0
Metal ManiaMerch and promo only. Never body copy. Never buttons.
[ 04 // Voice ]
Dead serious
Write like a drill sergeant reading a pesticide label at a metal show. Hyperbolic about the mission, and accurate about the product. The comedy is the gap between the two.
Say
ExterminateEradicateEliminateExecuteTerminateBurySilenceSend belowInvaderBunkerThe runArsenalKill systemDeployNo survivors
Never say
HumaneGentleDeterRepelRelocateManageControlLittle guyCritterEco-friendlyCuteSolution
Rule 1: Stay on the mole
All the violence is aimed at moles. Never at people, neighbors, or real-world tragedies. The enemy is four ounces of velvet.
Rule 2: Real products tell the truth
Specs, safety, and legal copy on real products are 100% accurate. The jokes live in the framing, never in the claims.
Rule 3: Never wink
No "lol," no emoji, no "just kidding." The fake products get a straight-faced satire notice, written in voice.
[ 05 // Taglines ]
Battle cries
The primary line plus a bench of secondaries for ads, packaging flaps, and merch. The struck-through lines are retired, and the note explains why.
- Death: Made in America.Primary. See legal note 01.
- Turn their tunnels into tombs.Secondary / hero / ads
- They dug their own graves. We just fill them.Secondary / packaging
- The mole does not negotiate. Neither do we.Secondary / site hero
- Sound it. Set it. Stake it. Bag it.Molehawk how-to
- Velvet coat. Closed casket.Merch / stickers
- Your lawn. Their grave.Short-form / social
- Relocation is surrender.Creed / merch
- Murder your lawn's worst enemy.Retired: too close to Liquid Death's trademarked "Murder Your Thirst." Invites a letter.
- Subterranean genocide, delivered.Retired: punches at a real atrocity, not at moles. Gets ads rejected.
[ 06 // Imagery ]Shoot it like
Shoot it like
a weapon
Products are lit like a loadout screen: hard light, deep shadow, a single subject. The world around them is dirt and steel.
Do
- Product on bone seamless (catalog) or on black soil (hero)
- Hard flash, high contrast, no soft-box glow
- Overturned dirt, fresh molehills, steel, spent tools
- Hands in work gloves, never faces
- The red-head Death Stick colorway as a hero accent
Don't
- Sunny green lawns or lifestyle-garden scenes
- Cute or healthy moles. A cartoon mole is only allowed when it's clearly losing.
- Actual carcasses. Imply, never show. That keeps ads approved.
- Chrome-and-flames clip art
[ 07 // Applications ]
In the wild
Rough mockups to show how the system holds together on packaging and merch.
Nº 001Kill system
[ 08 // Before launch ]Read this
Read this
part straight
- "Made in America" is a regulated claim. The FTC treats "Made in USA" and similar wording as an origin claim: all or virtually all of the product has to be made here. As a tagline, "Death: Made in America" will likely be read that way. If any Molehawk parts are sourced overseas, either qualify it (for example, "Designed & assembled in the U.S.A.") or have counsel bless the tagline before the products ship.
- Rodenticides are EPA-regulated. Dirt Nap Nuggets needs a registered formulation, and every marketing claim has to stay consistent with the approved label. Keep jokes about what it does vague (a "last meal," a "dirt nap"). Never make specific efficacy or safety claims that aren't on the label. Some states also restrict mole baits.
- Trap restrictions vary by state. Some states, Washington among them, restrict body-gripping traps. Consider geo-blocking or adding a state-law notice at checkout.
- Satire products need to stay obviously fake. Keep the Mayhem Mole Shell and Grass Grenade permanently sold out, with no add-to-cart, plus the in-voice satire notice and the "don't fire into the ground" warning. Some ad platforms will still flag weapon imagery, so keep them out of paid ads.
- Riff on the genre, not the bands. The thrash look is fair game. Avoid lifting specific band logos, mascots, or album-art compositions (Megadeth, Slayer, and so on). The same goes for Liquid Death's own lines and can design.
- Trademark search. Run a clearance search on "Mole Slayer," "Molehawk," and "Dirt Nap Nuggets" before printing packaging.