Partnering with NFL Super Bowl Champion Kam Chancellor to launch Bammarita, a new line of margaritas with real citrus and authentic agave developed personally by Kam and his wife Tiffany. The product had the credentials, so it needed the look to match.
The brief was to build a brand that could balance clean, functional ingredients with Kam's unique personality, and a philanthropic mission through his involvement with Charity: Water. Unique visual cues and a shelf presence bold enough to hold its own next to the established RTD competitors.
The first round explored a variety of territories: a clean, premium-forward system built on restraint and white space; an athletic-energy direction leaning into Kam's football identity; and a Pacific Northwest craft approach rooted in local ingredients and regional texture. Each was developed to a point where the client could feel the difference, and identify with the personality that reflected him best.
Round 2 developed the selected direction into a working brand system, with agave-green as the hero color, clean modern type with just enough flex to telegraph Kam's identity, and citrus gold as a secondary accent. Round 3 resolved the label layout, hierarchy, and how the character illustration integrated into the can architecture.
The character illustration was developed in parallel, with a dozen-plus custom pieces establishing Kam's visual presence, and drawing from his recognizable post-play exclamations.
The final brand system extended across the complete product family - 12oz slim cans in four flavors, 19.2oz singles, 12-pack cartons, and variety packs. Specialty finishes, spot varnishes on the Kam illustration and matte label panels against gloss structure, were specified, proofed, and approved through direct coordination with the printer.
The brand rollout covered the full retail and promotional footprint - in-store POP displays, standees, shelf talkers, banners, and case cards for retail environments. Digital banners, social media templates, and video ad assets ran in tandem. All built from the same brand system, all production-ready.
Bammarita launched officially at Kam Chancellor's Legion Sports Bar, while moving onto draft in PNW bars, and landing in national retail distribution simultaneously. The packaging worked because it was built for the shelf, not just for the presentation deck. Every decision from the character illustration to the specialty finish callouts was made with real production in mind from day one.
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