Brief
The Soapbox brand pivots around the idea that every beer you drink steps up your opinions, ideas, thoughts, hopes and dreams. All their beers are named according to this logic – The Storyteller, The Opionionator, The Loudmouth, and so on.
They needed a generic carton that reflected their brand.
Idea
We created a carton that encouraged people to GET ON IT. As in, get on your soapbox, and express your views. On politics. Covid. Lockdown. Trump. Australia Day. The top 100. Whatever…
Execution
The new carton design was influenced by the classic Luxe Soap wooden box with dovetail-join corners.
The new box is printed in two colours, brown and black on the natural cardboard finish. It features a cut-out loud hailer that can be cut out to
further emphasise one’s opinions. Designed to feature can label stickers, the box can be used for any standard can produced by the brewery.
