Sean Skapars, the owner and producer of Boston Beard Works beard and mustache wax, was in need of packaging for a new line of mustache wax he calls, “Devil’s Choice”. Our goal was to create a beard wax brand that stood out from the rest. After much market research, we were bored with the typical ‘urban lumberjack’ aesthetic which was clearly saturating the existing market. We chose to draw inspiration from the gothic name Skapars chose, and ran with an all black brand that was both edgy and very different from competitors. We poured matte black wax over each glass container, referencing the alchemy required to produce the wax. We also updated the logo to better fit with the new minimal packaging. The scope of this project included logo, brand identity, two forms of packaging (jar and box), and stickers.