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Out With Your Stripes Out.
- Design
- Product Design
- Packaging Design
Framing the Work for Labatt Blue & Zubaz.
At A Glance: Designed an influencer mailer kit to launch and amplify the Labatt Blue x Zubaz can partnership. The concept translated the campaign into a physical “game day cooler” unboxing experience that was memorable, on-brand, and realistic to manufacture at scale.
Role: Designer (Campaign Kit + Packaging + Production)
Partners: 19 IDEAS PR Team + Internal Stakeholders. Packaging Manufacturer + Print Vendors.
Scope: Press Kit Concept, Structural Packaging Wrap Design, Insert/Tray Design, Print Proofing, And Market-Specific Swag Variations
Tools: Illustrator, Photoshop, Production Templates, And Print Proofing Workflows
Constraints.
- Budget + Volume: the kit needed to feel premium while remaining practical to produce and ship at scale.
- Durability: packaging had to survive shipping and still look great on camera during unboxing.
- Precision: trays, cans, and swag needed tight tolerances so everything fit cleanly and consistently.
What I Owned.
- End-to-end kit design, including concept, visual design, and production-ready packaging artwork.
- Sourcing and coordinating with the packaging manufacturer.
- Print proofing, packaging proof review, and iterative adjustments for accuracy and durability.
- Test fitting and layout validation for trays, cans, and all included swag.
- Detail design (texture, hardware illusion, shadows, and cooler realism) to sell the concept.
Outcome.
The kit supported a targeted influencer outreach campaign. Each mailer delivered a memorable “cooler reveal” that showcased the can variants and included market-specific swag for added personalization.
From Concept to Production.
This project wasn’t just a visual design exercise. The kit required production planning, vendor coordination, and hands-on validation to ensure what we designed could be manufactured, assembled, and shipped reliably.
- Manufacturer Sourcing: identified and coordinated with a packaging partner that could hit budget and quality targets.
- Proofing + QA: reviewed print proofs and packaging proofs, then refined artwork and tolerances.
- Test Fitting: validated tray sizing and layouts so cans and swag fit securely and looked intentional.
- Assembly Thinking: designed the experience to be straightforward to pack while still feeling premium.
The Kit.
The Theme.
During brainstorming, I proposed a game day cooler concept to match Buffalo tailgating culture and make the partnership feel real. Budget and volume constraints meant the final kit needed to ship flat and assemble easily, so the solution became a cardboard mailer disguised as a custom-wrapped Zubaz cooler.
The Reveal.
Open Sesame.
Upon opening the cooler, you are greeted with an “icy” game day scene full of Labatt Blue. The first tray features the campaign’s can variants floating in ice. Digging deeper, you’ll find a second tray containing packaged swag that was color-coded to the influencer’s market.
Top Tray.
"Ice cold" drinks here.
Inner Tray.
The buried treasure of swag.
The Details.
No Sweat.
To get the illusion of a cooler, no detail was overlooked. This included shadows indicating the 3D trim, textured dots for that classic cooler texture, screws, handles, cup holders, bottom feet, and more.
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