BOXOLOGY RUM

PACKAGING DESIGN

Agency: Draftline

Role: Graphic Designer

At Anheuser-Busch, I was responsible for developing the packaging design for an innovative new product—a ready-to-drink cocktail presented in a boxed format. The goal was to create a concept that stood out on the shelf among a competitive RTD (ready-to-drink) market while clearly communicating the unique offering of two distinct flavors within a literal box. The project involved multiple design iterations and presentations, ultimately leading to the final packaging solution.

Introducing Boxology Margarita, a fresh addition to the Boxology lineup designed to bring the vibrant energy of a classic margarita to the brand’s established identity.

The creative direction focused on developing a distinct visual presence for the new flavor while maintaining consistency with the existing Boxology brand. The project included packaging design and advertising assets, using bold typography, vibrant color, and flavor-driven visual elements to create a cohesive identity across both physical and digital touchpoints.

From the packaging to supporting campaign creative, each asset was designed to introduce Boxology Margarita with a fresh, energetic look while remaining recognizable as part of the larger Boxology family.

The Boxology Margarita Key Visual translates the new flavor’s packaging into a bold, campaign-ready poster. Drawing from the packaging’s color palette, typography, and flavor cues, the design creates a vibrant and cohesive visual that introduces Margarita while maintaining a strong connection to the Boxology brand.