Case study · Food & Beverage
Bammarita
Brand identity, packaging and retail launch for a craft margarita made with Super Bowl champion Kam Chancellor.
The challenge
San Juan Beverage Company partnered with Super Bowl champion Kam Chancellor and his wife Tiffany to launch a 6% ABV canned margarita, with about three months to get it to market. The ready to drink aisle is packed with tropical fruit and loud gradients, and most canned cocktails look alike from six feet away. Bammarita had to read as real tequila, carry an athlete's name without looking like merch, and make room for a charity partner, all on one can.
The approach
I led the work from first concept through press. The system starts with a margarita color story of agave green, citrus and deep black. Kam's custom illustration gives the can its athletic edge. Each flavor gets its own color and icon so shoppers find theirs fast. charity: water and the clean ingredient story each get a fixed home on the label.
Four flavors, one system. The black can holds the brand together. Flavor color does the sorting.
Custom illustration
Kam Chancellor, #31, drawn for the can.
The same drawing carries the cartons, the truck and the launch campaign, so the athlete reads as part of the brand instead of a sticker on it.
Custom illustration of Kam Chancellor, #31, drawn for the can, the cartons and the launch campaign.
Flavor system
Each flavor owns one color.
Lime, Cadillac, Kiwi Strawberry and Mango. Each flavor owns one color across can, carton and display.
Flavor icons for shelf tags, menus and social.
Every purchase supports charity: water. The partnership sits on the can from day one.
Production
Built for press
Bold art only works if it prints. I owned the mechanicals for every SKU and format. The 12 oz launch cans, the variety pack cartons, and a 19.2 oz single at 8% ABV that shipped one month after launch.
- Spot varnish and finish callouts
- Printer proof review and sign off
- Color held steady across aluminum and paperboard
- Mechanicals for each new flavor as the line grew
19.2 oz / 568 mL single, shipped one month after launch
Retail & launch
From the can to the cooler
The same system carried into everything a buyer or distributor sees. Sell sheets, Now Available POP, digital assets, a draft night coaster and a full truck wrap.
Variety pack · Retail cooler · Truck wrap · Draft night coasters
The outcome
Three months to market
3
months from packaging partnership to market
4
launch flavors in 12 oz CrownSleek cans
1
month later, a 19.2 oz single at 8% ABV on the same system
Sold at QFC (Kroger), Albertsons/Safeway and other local retailers. A portion of every sale goes to charity: water.
Launch details · Crown Holdings, May 7, 2025
His range of skills and ability to add value across formats and industries is unmatched by any design or creative agency I've partnered with.
Launching a beverage?
One senior designer from first sketch to press, on retainer or by the project.