Packaging & Label design
Boat Box
Membership-based, DTC boat maintenance products
Role
Branding, Iconography, Packaging design
Focus
Develop cohesive packaging and labels for a new DTC subscription product
Tools
Adobe CS
Team
Joy DeHaven, Senior Designer
Brittany Huey, Art Director
Mark Jerkins, Account Executive
Tinsley Creative, Agency
Brittany Huey, Art Director
Mark Jerkins, Account Executive
Tinsley Creative, Agency
Too long; didn't read
2022 American Advertising Awards - Polk County aaf
Gold Addy - Packaging design
Boat Box - packaging and labels
The Client
Boat Box is a membership-based boat care company delivering expert advice, personalized maintenance plans, and premium cleaning products to boat owners across the country. Their lineup includes everything from concentrated eco-friendly boat wash to bilge cleaners, deck degreasers, and hull treatments.
They needed a system that could scale across their entire product catalog
while feeling cohesive, premium, and unmistakably Boat Box.
My role
Lead Designer, within Tinsley Creative's team on the Boat Box account
The creative direction, label design system, and unboxing experience were wholly mine; from the first concept sketches through to final press-ready files.
What started as a defined project scope grew into an ongoing creative partnership.
Label design system ownership
Conceived and built the complete visual language for the Boat Box product line; typography hierarchy, custom iconography, color coding across SKUs, information architecture, and front/back panel layouts for all bottles.
Unboxing & subscription box design
Designed the full unboxing experience so that receiving a Boat Box delivery felt as premium as the products inside. This included outer mailer box designs (two sizes), inner tissue wrap, welcome insert card, and copy hierarchy.
Client presentations
Led concept presentations directly with the Boat Box founding team, translating brand strategy discussions into design decisions and defending those choices with clear rationale. The agency supported facilitation; creative calls were mine to lead.
New-SKU template system
Built a template architecture so future products could be launched by the agency team, maintaining visual integrity at scale as the catalog grew without requiring a full design engagement.
Print proofing & production liaison
Reviewed physical label proofs across three rounds, working alongside the agency's production team to ensure what shipped matched what was designed.
Results
2022 American Advertising Awards - Polk County aaf
Gold Addy - Packaging design
Boat Box - packaging and labels
