Sweet & Boozy Case Study | NFL Stadium Branding | 23 Locations

Sweet & Boozy Ice Cream

I partnered with Sweet & Boozy Ice Cream in 2023 as their lead freelance designer, helping transform a small family business into a 7-figure brand with 23 locations nationwide. Sweet & Boozy creates premium alcoholic ice cream with 2-5% alcohol content that delivers a unique dessert experience.

Initially brought on to design their launch at Allegiant Stadium in Las Vegas, I expanded their visual presence across environmental graphics, game day advertising, concession stands, and comprehensive marketing materials.

After our successful stadium debut, I became their ongoing design partner, creating scalable branding systems that supported their rapid expansion from 2 local storefronts to 23 venues across multiple states, including 19 minor league baseball fields and major NFL partnerships.

Throughout our collaboration, I developed cohesive branding, point-of-sale designs, concession stand graphics, advertising campaigns, menu systems, video content, and comprehensive marketing materials that reached over 20.3 million customers and generated approximately $7 million in revenue.

Challenge:

Transform a local ice cream business into a scalable brand capable of competing in major sports venues while maintaining authenticity and driving consistent customer engagement across diverse locations and demographics.

Solution:

Created a comprehensive, adaptable branding system that could flex across 30+ different touchpoints while maintaining brand consistency. Developed scalable design templates that enabled rapid deployment across new venues without sacrificing quality or brand recognition.

Services:

• Digital Marketing

• Packaging Design

• Print Ads

• Concession Stand Branding

• Menu Board Design

• Retail Point Of Sale Graphics

• Stadium Signage & Wayfinding

• Large Format Event Graphics

• Vehicle Wrap Design

• Video Editting

Role + Team:

Freelance Designer | Collaborated with 25+ print vendors, Sweet & Boozy team, and one additional freelance designer

Key Phases:

• Branding Design

• Retail Point Of Sale Branding & Design

• Print Production + Installing Graphics

• Digital Marketing + Print Marketing

• Billboards, Event Graphics, Vehicle Graphics

• Video Editing, Brand Role Out

Sweet & Boozy Ice Cream

I partnered with Sweet & Boozy Ice Cream in 2023 as their lead freelance designer, helping transform a small family business into a 7-figure brand with 23 locations nationwide. Sweet & Boozy creates premium alcoholic ice cream with 2-5% alcohol content that delivers a unique dessert experience.

Initially brought on to design their launch at Allegiant Stadium in Las Vegas, I expanded their visual presence across environmental graphics, game day advertising, concession stands, and comprehensive marketing materials.

After our successful stadium debut, I became their ongoing design partner, creating scalable branding systems that supported their rapid expansion from 2 local storefronts to 23 venues across multiple states, including 19 minor league baseball fields and major NFL partnerships.

Throughout our collaboration, I developed cohesive branding, point-of-sale designs, concession stand graphics, advertising campaigns, menu systems, video content, and comprehensive marketing materials that reached over 20.3 million customers and generated approximately $7 million in revenue.

Challenge:

Transform a local ice cream business into a scalable brand capable of competing in major sports venues while maintaining authenticity and driving consistent customer engagement across diverse locations and demographics.

Solution:

Created a comprehensive, adaptable branding system that could flex across 30+ different touchpoints while maintaining brand consistency. Developed scalable design templates that enabled rapid deployment across new venues without sacrificing quality or brand recognition.

Services:

• Digital Marketing

• Packaging Design

• Print Ads

• Concession Stand Branding

• Menu Board Design

• Retail Point Of Sale Graphics

• Stadium Signage & Wayfinding

• Large Format Event Graphics

• Vehicle Wrap Design

• Video Editting

Role + Team:

Freelance Designer | Collaborated with 25+ print vendors, Sweet & Boozy team, and one additional freelance designer

Key Phases:

• Branding Design

• Retail Point Of Sale Branding & Design

• Print Production + Installing Graphics

• Digital Marketing + Print Marketing

• Billboards, Event Graphics, Vehicle Graphics

• Video Editing, Brand Role Out

Allegiant Stadium Launch

In 2023, Sweet & Boozy launched into Allegiant Stadium in Las Vegas, securing an official partnership with the Las Vegas Raiders as their primary ice cream vendor—a major breakthrough that elevated them from local business to national brand presence.

The stadium launch required comprehensive marketing materials across every customer touchpoint. I designed game day advertisements for attendee pamphlets, video overlays and digital graphics for both Las Vegas Raiders and Allegiant Stadium websites, plus dynamic video content for stadium screens displaying scores and live footage.

My challenge was transforming their existing brand foundation into a comprehensive marketing campaign that could compete alongside major national brands in a premier NFL venue.

This launch represented a pivotal moment for Sweet & Boozy, transitioning from local storefronts to a major NFL stadium with millions of annual visitors and national media exposure.

Scaling Business

Sweet & Boozy began as a small family-owned business serving their local community. Within two years of our partnership, they transformed into a full-scale ice cream company serving over one million customers annually at Allegiant Stadium alone.

I evolved their existing branding and graphics into a scalable system that maintained consistency while adapting to diverse venue requirements. This systematic approach enabled rapid expansion across multiple markets without compromising brand recognition or quality.

Over our two-year collaboration, the concession stands and marketing materials I created reached approximately 20.3 million people across all venues in 2023 and 2024.

We scaled Sweet & Boozy from basic social media presence and two storefronts to 23 locations nationwide, including prestigious venues like Cool Ray Field in Lawrenceville, Georgia; Prince Philip Park in Des Moines, Illinois; Target Field in Minneapolis, Minnesota; PNC Field in Moosic, Pennsylvania; and Las Vegas Ballpark.

Based on conservative calculations using a 1% conversion rate of stadium visitors making minimum $13 purchases, Sweet & Boozy generated an estimated $7 million in revenue during our partnership period.

Allegiant Stadium Launch

In 2023, Sweet & Boozy launched into Allegiant Stadium in Las Vegas, securing an official partnership with the Las Vegas Raiders as their primary ice cream vendor—a major breakthrough that elevated them from local business to national brand presence.

The stadium launch required comprehensive marketing materials across every customer touchpoint. I designed game day advertisements for attendee pamphlets, video overlays and digital graphics for both Las Vegas Raiders and Allegiant Stadium websites, plus dynamic video content for stadium screens displaying scores and live footage.

My challenge was transforming their existing brand foundation into a comprehensive marketing campaign that could compete alongside major national brands in a premier NFL venue.

This launch represented a pivotal moment for Sweet & Boozy, transitioning from local storefronts to a major NFL stadium with millions of annual visitors and national media exposure.

Scaling Business

Sweet & Boozy began as a small family-owned business serving their local community. Within two years of our partnership, they transformed into a full-scale ice cream company serving over one million customers annually at Allegiant Stadium alone.

I evolved their existing branding and graphics into a scalable system that maintained consistency while adapting to diverse venue requirements. This systematic approach enabled rapid expansion across multiple markets without compromising brand recognition or quality.

Over our two-year collaboration, the concession stands and marketing materials I created reached approximately 20.3 million people across all venues in 2023 and 2024.

We scaled Sweet & Boozy from basic social media presence and two storefronts to 23 locations nationwide, including prestigious venues like Cool Ray Field in Lawrenceville, Georgia; Prince Philip Park in Des Moines, Illinois; Target Field in Minneapolis, Minnesota; PNC Field in Moosic, Pennsylvania; and Las Vegas Ballpark.

Based on conservative calculations using a 1% conversion rate of stadium visitors making minimum $13 purchases, Sweet & Boozy generated an estimated $7 million in revenue during our partnership period.

A Living Brand

Sweet & Boozy had already established strong community connections and word-of-mouth marketing before our partnership began. The ownership team had built authentic relationships with community events and minor league baseball personnel, creating natural opportunities for venue partnerships.

My role was to professionalize this grassroots brand while preserving its authentic community spirit. I helped capture and strategically utilize lifestyle photography from their pop-up stands and events, transforming organic moments into powerful digital marketing content.

The brand centers on a simple but compelling proposition: transforming your favorite sweet treat into something more exciting with a touch of alcohol. This concept resonated strongly with their target audience and became the foundation for all marketing messaging.

Sweet & Boozy differentiated themselves through unique dessert bar presentations featuring signature "ThunderCups" and specialty dessert bowls. These oversized treats combined their alcoholic ice cream with premium toppings like cheesecake and strawberry shortcake, creating Instagram-worthy offerings that became destination items customers specifically sought out.

The Product

Sweet & Boozy creates premium ice cream infused with alcoholic powder, resulting in 2-5% alcohol content that delivers a pleasant buzz without intoxication—perfect for enhancing the entertainment experience at sporting events and social gatherings.

The real differentiator lies in their creative presentations and premium toppings. Their signature ThunderCups feature oversized portions (1.5-2 pints) topped with gourmet treats. The popular "Cookies and Scream" showcases a giant Oreo ice cream cookie with whipped cream and chocolate syrup, while other offerings include mini apple pies, cake slices, and strawberry shortcake toppings.

Base products are available in multiple sizes ranging from 4-ounce to 12-ounce cups at venues, with larger portions available at physical locations to accommodate different price points and consumption preferences.

During our partnership, Sweet & Boozy expanded into wholesale distribution, offering pints, quarts, and 3-gallon tubs to businesses with alcohol licenses. This B2B diversification strategy reduced dependence on direct consumer sales while creating new revenue streams and market penetration opportunities.

A Living Brand

Sweet & Boozy had already established strong community connections and word-of-mouth marketing before our partnership began. The ownership team had built authentic relationships with community events and minor league baseball personnel, creating natural opportunities for venue partnerships.

My role was to professionalize this grassroots brand while preserving its authentic community spirit. I helped capture and strategically utilize lifestyle photography from their pop-up stands and events, transforming organic moments into powerful digital marketing content.

The brand centers on a simple but compelling proposition: transforming your favorite sweet treat into something more exciting with a touch of alcohol. This concept resonated strongly with their target audience and became the foundation for all marketing messaging.

Sweet & Boozy differentiated themselves through unique dessert bar presentations featuring signature "ThunderCups" and specialty dessert bowls. These oversized treats combined their alcoholic ice cream with premium toppings like cheesecake and strawberry shortcake, creating Instagram-worthy offerings that became destination items customers specifically sought out.

The Product

Sweet & Boozy creates premium ice cream infused with alcoholic powder, resulting in 2-5% alcohol content that delivers a pleasant buzz without intoxication—perfect for enhancing the entertainment experience at sporting events and social gatherings.

The real differentiator lies in their creative presentations and premium toppings. Their signature ThunderCups feature oversized portions (1.5-2 pints) topped with gourmet treats. The popular "Cookies and Scream" showcases a giant Oreo ice cream cookie with whipped cream and chocolate syrup, while other offerings include mini apple pies, cake slices, and strawberry shortcake toppings.

Base products are available in multiple sizes ranging from 4-ounce to 12-ounce cups at venues, with larger portions available at physical locations to accommodate different price points and consumption preferences.

During our partnership, Sweet & Boozy expanded into wholesale distribution, offering pints, quarts, and 3-gallon tubs to businesses with alcohol licenses. This B2B diversification strategy reduced dependence on direct consumer sales while creating new revenue streams and market penetration opportunities.

Retail Point Of Sale Graphics

When I joined Sweet & Boozy, they possessed a solid branding foundation but lacked essential retail graphics for their physical locations. This represented a critical gap between brand identity and customer-facing execution.

I transformed their existing brand assets into a comprehensive retail graphics system encompassing concession stands, storefronts, menus, A-frame signs, and table tents—essentially every visual touchpoint a food business requires to effectively communicate with customers. Working directly with ownership, I developed all graphics from the ground up.

The primary challenge involved creating a cohesive visual system that could be seamlessly replicated across 23 diverse venues while maintaining brand consistency and local relevance. The graphics needed to be highly adaptable yet standardized, enabling efficient handoff to regional printers for production and installation at locations nationwide.

This systematic approach to point-of-sale graphics became the operational foundation that enabled Sweet & Boozy's rapid multi-state expansion while preserving brand integrity across all customer touchpoints.

Store Front Display Design

Sweet & Boozy operated two distinct retail configurations across their venue portfolio, each requiring specialized design approaches and operational considerations.

Permanent storefronts were integrated into stadium infrastructure with full commercial kitchens, plumbing systems, and capacity for 3-4 staff members. These locations functioned as complete mini-businesses within host venues, requiring comprehensive environmental graphics and sophisticated point-of-sale displays.

Mobile concession carts provided operational flexibility with streamlined two-person teams. These units came pre-stocked with ice cream inventory and compact dessert bar configurations, enabling dynamic positioning throughout stadiums and deployment to special events.

Each mobile cart required custom vehicle wraps, tailored menu designs, and portable A-frame signage. Additionally, all staff members wore branded uniforms including hats and shirts that I designed to ensure consistent brand representation across all customer interactions.

The operation encompassed over 30 storefronts and mobile carts rotating between 23 venues, necessitating numerous menu variations that required regular updates as product offerings evolved and venue-specific requirements changed.

Retail Point Of Sale Graphics

When I joined Sweet & Boozy, they possessed a solid branding foundation but lacked essential retail graphics for their physical locations. This represented a critical gap between brand identity and customer-facing execution.

I transformed their existing brand assets into a comprehensive retail graphics system encompassing concession stands, storefronts, menus, A-frame signs, and table tents—essentially every visual touchpoint a food business requires to effectively communicate with customers. Working directly with ownership, I developed all graphics from the ground up.

The primary challenge involved creating a cohesive visual system that could be seamlessly replicated across 23 diverse venues while maintaining brand consistency and local relevance. The graphics needed to be highly adaptable yet standardized, enabling efficient handoff to regional printers for production and installation at locations nationwide.

This systematic approach to point-of-sale graphics became the operational foundation that enabled Sweet & Boozy's rapid multi-state expansion while preserving brand integrity across all customer touchpoints.

Store Front Display Design

Sweet & Boozy operated two distinct retail configurations across their venue portfolio, each requiring specialized design approaches and operational considerations.

Permanent storefronts were integrated into stadium infrastructure with full commercial kitchens, plumbing systems, and capacity for 3-4 staff members. These locations functioned as complete mini-businesses within host venues, requiring comprehensive environmental graphics and sophisticated point-of-sale displays.

Mobile concession carts provided operational flexibility with streamlined two-person teams. These units came pre-stocked with ice cream inventory and compact dessert bar configurations, enabling dynamic positioning throughout stadiums and deployment to special events.

Each mobile cart required custom vehicle wraps, tailored menu designs, and portable A-frame signage. Additionally, all staff members wore branded uniforms including hats and shirts that I designed to ensure consistent brand representation across all customer interactions.

The operation encompassed over 30 storefronts and mobile carts rotating between 23 venues, necessitating numerous menu variations that required regular updates as product offerings evolved and venue-specific requirements changed.

Menu Design

Like the storefront branding system, menu designs required complete flexibility and rapid update capabilities to support Sweet & Boozy's dynamic expansion strategy.

I developed a modular design framework that could be quickly customized for each venue's specific requirements. Not every location offered identical products, SKUs, or flavor combinations due to varying operational capabilities—some venues served beverages while others didn't, and liquor license restrictions significantly impacted available offerings.

This created a dynamic design challenge requiring a living system that adapted to each venue's unique circumstances and seasonal changes.

Approximately once per year, all 25+ menus required comprehensive updates incorporating new flavors, bestselling items, and venue-specific product modifications to reflect evolving customer preferences and operational capabilities.

Menu formats varied dramatically across locations—ranging from large billboard-sized prints to digital displays spanning up to six televisions at single concession stands. The flexible template system I created saved significant time and resources as the business rapidly scaled operations.

23 Venues | 25+ Menus

Across 23 venues, every season demanded comprehensive menu updates reflecting new product launches and venue-specific availability constraints.

Baseball stadiums presented varying liquor license restrictions—some locations could sell signature ThunderCups while others couldn't offer alcoholic options at all. Venues without liquor licenses could only feature non-alcoholic flavor selections.

As Sweet & Boozy expanded into mobile carts and food truck operations, additional menu variations became necessary to accommodate space and storage limitations of smaller retail configurations.

The design system I created enabled rapid adaptation of core menu templates across all operational contexts while maintaining brand consistency and accommodating regulatory restrictions and venue-specific limitations.

This systematic approach proved essential for managing the complexity of 25+ unique menu variations across diverse venue types, from major NFL stadiums to minor league baseball fields and mobile operations.

Menu Design

Like the storefront branding system, menu designs required complete flexibility and rapid update capabilities to support Sweet & Boozy's dynamic expansion strategy.

I developed a modular design framework that could be quickly customized for each venue's specific requirements. Not every location offered identical products, SKUs, or flavor combinations due to varying operational capabilities—some venues served beverages while others didn't, and liquor license restrictions significantly impacted available offerings.

This created a dynamic design challenge requiring a living system that adapted to each venue's unique circumstances and seasonal changes.

Approximately once per year, all 25+ menus required comprehensive updates incorporating new flavors, bestselling items, and venue-specific product modifications to reflect evolving customer preferences and operational capabilities.

Menu formats varied dramatically across locations—ranging from large billboard-sized prints to digital displays spanning up to six televisions at single concession stands. The flexible template system I created saved significant time and resources as the business rapidly scaled operations.

23 Venues | 25+ Menus

Across 23 venues, every season demanded comprehensive menu updates reflecting new product launches and venue-specific availability constraints.

Baseball stadiums presented varying liquor license restrictions—some locations could sell signature ThunderCups while others couldn't offer alcoholic options at all. Venues without liquor licenses could only feature non-alcoholic flavor selections.

As Sweet & Boozy expanded into mobile carts and food truck operations, additional menu variations became necessary to accommodate space and storage limitations of smaller retail configurations.

The design system I created enabled rapid adaptation of core menu templates across all operational contexts while maintaining brand consistency and accommodating regulatory restrictions and venue-specific limitations.

This systematic approach proved essential for managing the complexity of 25+ unique menu variations across diverse venue types, from major NFL stadiums to minor league baseball fields and mobile operations.

Packaging Design

Sweet & Boozy's existing direct-to-consumer packaging was created by another freelancer before my involvement. My role focused on strategic updates to support their rapid product expansion and nationwide shipping launch.

As Sweet & Boozy introduced new flavors, updated legal requirements, and refreshed product copy, I modified existing packaging designs to maintain compliance and market relevance.

In 2023, Sweet & Boozy launched nationwide online sales with direct-to-home shipping capabilities, representing a major business expansion beyond their venue-based operations.

This e-commerce launch required comprehensive packaging updates ensuring legal compliance across all 50 states. While preserving the core visual design, I integrated additional legal disclosures, detailed alcohol content information, and enhanced sizing specifications to meet interstate shipping regulations.

The product line expanded dramatically from the original 12 flavors (6 alcoholic, 6 non-alcoholic) to nearly 40 options—20 alcohol-infused and 19 traditional varieties—available through both direct-to-consumer and wholesale channels.

Updating Existing Design

Package design updates primarily involved strategic copy refreshment, layout optimization, and regulatory compliance enhancements rather than complete visual overhauls.

Each state maintains unique alcohol sales, consumption, and shipping regulations, requiring careful navigation of complex and varying legal requirements across all markets.

These compliance updates proved essential for Sweet & Boozy's successful expansion into online sales while preserving the established visual brand identity that customers recognized.

The packaging modifications focused on clear communication of all required information while maintaining Sweet & Boozy's distinctive playful brand personality and market positioning.

This strategic approach enabled rapid market expansion without confusing existing customers or requiring extensive rebranding investments, allowing Sweet & Boozy to scale efficiently across multiple sales channels.

Packaging Design

Sweet & Boozy's existing direct-to-consumer packaging was created by another freelancer before my involvement. My role focused on strategic updates to support their rapid product expansion and nationwide shipping launch.

As Sweet & Boozy introduced new flavors, updated legal requirements, and refreshed product copy, I modified existing packaging designs to maintain compliance and market relevance.

In 2023, Sweet & Boozy launched nationwide online sales with direct-to-home shipping capabilities, representing a major business expansion beyond their venue-based operations.

This e-commerce launch required comprehensive packaging updates ensuring legal compliance across all 50 states. While preserving the core visual design, I integrated additional legal disclosures, detailed alcohol content information, and enhanced sizing specifications to meet interstate shipping regulations.

The product line expanded dramatically from the original 12 flavors (6 alcoholic, 6 non-alcoholic) to nearly 40 options—20 alcohol-infused and 19 traditional varieties—available through both direct-to-consumer and wholesale channels.

Updating Existing Design

Package design updates primarily involved strategic copy refreshment, layout optimization, and regulatory compliance enhancements rather than complete visual overhauls.

Each state maintains unique alcohol sales, consumption, and shipping regulations, requiring careful navigation of complex and varying legal requirements across all markets.

These compliance updates proved essential for Sweet & Boozy's successful expansion into online sales while preserving the established visual brand identity that customers recognized.

The packaging modifications focused on clear communication of all required information while maintaining Sweet & Boozy's distinctive playful brand personality and market positioning.

This strategic approach enabled rapid market expansion without confusing existing customers or requiring extensive rebranding investments, allowing Sweet & Boozy to scale efficiently across multiple sales channels.

Print Ads + Event Graphics

I developed comprehensive print advertising campaigns adapting Sweet & Boozy's brand across newspapers, catalogs, brochures, and specialized event materials to maximize their visibility across diverse media channels.

Beyond standard print advertising, I created custom event graphics for stadium events where Sweet & Boozy maintained active participation and sponsorship presence.

Sweet & Boozy established unique partnerships at two college venues—Southwest University in El Paso, Texas and ERAU Soccer Stadium in Daytona Beach, Florida—where they operated both retail locations and official event sponsorships.

These college partnerships demanded specialized marketing approaches including event graphics, paid advertisements in campus publications and local newspapers, plus promotional posters distributed throughout campus facilities.

The challenge involved connecting with college demographics while maintaining brand consistency across their professional sports venue portfolio. This required balancing youthful energy with the premium positioning established in major league environments.

Game Day Ads

For Allegiant Stadium and minor league baseball venues, I designed targeted game day advertisements appearing in official programs and attendee brochures, reaching captive audiences during peak engagement moments.

These strategic ads highlighted product differentiation while providing essential customer information including concession stand locations, digital contact details, and official partnership status with venue teams.

I customized each advertisement for specific venues by incorporating recognizable team elements such as Raiders flags, college team colors, and official logos. This localization strategy created immediate fan connection while preserving Sweet & Boozy's core brand identity.

The advertisements required immediate visual impact and clear communication of the unique alcoholic ice cream value proposition to stadium audiences with limited attention spans and high sensory competition.

This targeted approach successfully converted venue foot traffic into customers by providing clear wayfinding and establishing Sweet & Boozy's credibility through official team partnerships.

Print Ads + Event Graphics

I developed comprehensive print advertising campaigns adapting Sweet & Boozy's brand across newspapers, catalogs, brochures, and specialized event materials to maximize their visibility across diverse media channels.

Beyond standard print advertising, I created custom event graphics for stadium events where Sweet & Boozy maintained active participation and sponsorship presence.

Sweet & Boozy established unique partnerships at two college venues—Southwest University in El Paso, Texas and ERAU Soccer Stadium in Daytona Beach, Florida—where they operated both retail locations and official event sponsorships.

These college partnerships demanded specialized marketing approaches including event graphics, paid advertisements in campus publications and local newspapers, plus promotional posters distributed throughout campus facilities.

The challenge involved connecting with college demographics while maintaining brand consistency across their professional sports venue portfolio. This required balancing youthful energy with the premium positioning established in major league environments.

Game Day Ads

For Allegiant Stadium and minor league baseball venues, I designed targeted game day advertisements appearing in official programs and attendee brochures, reaching captive audiences during peak engagement moments.

These strategic ads highlighted product differentiation while providing essential customer information including concession stand locations, digital contact details, and official partnership status with venue teams.

I customized each advertisement for specific venues by incorporating recognizable team elements such as Raiders flags, college team colors, and official logos. This localization strategy created immediate fan connection while preserving Sweet & Boozy's core brand identity.

The advertisements required immediate visual impact and clear communication of the unique alcoholic ice cream value proposition to stadium audiences with limited attention spans and high sensory competition.

This targeted approach successfully converted venue foot traffic into customers by providing clear wayfinding and establishing Sweet & Boozy's credibility through official team partnerships.

Sales Sheets

As Sweet & Boozy evolved beyond direct consumer sales, they required professional B2B materials to support wholesale expansion. I developed three distinct sales sheets targeting different market segments and product categories.

The first focused on 8-ounce flavors (standard pints), the second highlighted 14-ounce options (double pints), and the third showcased 3-gallon tubs featuring exclusive flavors in development that weren't available to general consumers.

I also created supplementary sales materials educating potential partners about Sweet & Boozy's unique market position, competitive advantages, and compelling reasons for carrying their products in retail environments.

These materials proved essential for onboarding new business partners as Sweet & Boozy transitioned from purely retail operations to a hybrid wholesale distribution model, opening new revenue streams and market penetration opportunities.

Wholesaling Materials

Sweet & Boozy's long-term strategic vision centered on wholesale expansion—securing placement in grocery stores and partnering with retailers to handle direct consumer sales, mirroring successful models like Ben & Jerry's market approach.

This business model shift would enable ownership to concentrate on core competencies including operations, supply chain optimization, and production scaling rather than customer-facing retail management.

My contribution to this strategic transition involved creating comprehensive wholesaling materials designed to attract business partners and demonstrate Sweet & Boozy's market viability and growth potential.

These professional sales materials needed to balance credibility and compelling business case presentation while preserving Sweet & Boozy's distinctive brand personality and market differentiation.

The wholesaling approach represented a fundamental shift from telling the Sweet & Boozy story to individual consumers toward convincing business decision-makers to become distribution partners and brand advocates in their local markets.

Sales Sheets

As Sweet & Boozy evolved beyond direct consumer sales, they required professional B2B materials to support wholesale expansion. I developed three distinct sales sheets targeting different market segments and product categories.

The first focused on 8-ounce flavors (standard pints), the second highlighted 14-ounce options (double pints), and the third showcased 3-gallon tubs featuring exclusive flavors in development that weren't available to general consumers.

I also created supplementary sales materials educating potential partners about Sweet & Boozy's unique market position, competitive advantages, and compelling reasons for carrying their products in retail environments.

These materials proved essential for onboarding new business partners as Sweet & Boozy transitioned from purely retail operations to a hybrid wholesale distribution model, opening new revenue streams and market penetration opportunities.

Wholesaling Materials

Sweet & Boozy's long-term strategic vision centered on wholesale expansion—securing placement in grocery stores and partnering with retailers to handle direct consumer sales, mirroring successful models like Ben & Jerry's market approach.

This business model shift would enable ownership to concentrate on core competencies including operations, supply chain optimization, and production scaling rather than customer-facing retail management.

My contribution to this strategic transition involved creating comprehensive wholesaling materials designed to attract business partners and demonstrate Sweet & Boozy's market viability and growth potential.

These professional sales materials needed to balance credibility and compelling business case presentation while preserving Sweet & Boozy's distinctive brand personality and market differentiation.

The wholesaling approach represented a fundamental shift from telling the Sweet & Boozy story to individual consumers toward convincing business decision-makers to become distribution partners and brand advocates in their local markets.

Video Ads

For Allegiant Stadium, I created dynamic video advertisements designed for the Jumbotron and venue screens, delivering Sweet & Boozy's message to captive audiences during peak engagement moments.

These video campaigns utilized two strategic formats: full-screen advertisements playing throughout the stadium during breaks and "L-bracket" overlays appearing in screen corners during live game footage, ensuring consistent brand visibility without disrupting the viewing experience.

The video content required immediate visual impact and rapid message delivery, communicating Sweet & Boozy's unique alcoholic ice cream proposition within seconds to compete effectively in the high-stimulus stadium environment.

All video advertisements maintained strict brand consistency while meeting technical specifications for professional stadium video systems, ensuring Sweet & Boozy appeared alongside major national brands with equal production quality and visual impact.

Billboard Videos

Allegiant Stadium features a massive electronic billboard facing the Las Vegas Strip with building-sized dimensions, providing premium advertising real estate to millions of annual Strip visitors.

I designed large-format vertical advertisements for this high-visibility billboard, rotating campaigns every few months to showcase Sweet & Boozy's stadium offerings while driving traffic to their online platforms and social media presence.

One particularly successful billboard campaign promoted the launch of Sweet & Boozy's direct-to-consumer shipping service, featuring their signature "Las Vegas Flice" flavor—a premium blend combining old fashioned cocktail elements with cherry ice cream.

This strategic billboard campaign successfully launched their nationwide online delivery service, extending Sweet & Boozy's market reach beyond physical venue limitations into homes across all 50 states and establishing a significant new revenue stream for the business.

Video Ads

For Allegiant Stadium, I created dynamic video advertisements designed for the Jumbotron and venue screens, delivering Sweet & Boozy's message to captive audiences during peak engagement moments.

These video campaigns utilized two strategic formats: full-screen advertisements playing throughout the stadium during breaks and "L-bracket" overlays appearing in screen corners during live game footage, ensuring consistent brand visibility without disrupting the viewing experience.

The video content required immediate visual impact and rapid message delivery, communicating Sweet & Boozy's unique alcoholic ice cream proposition within seconds to compete effectively in the high-stimulus stadium environment.

All video advertisements maintained strict brand consistency while meeting technical specifications for professional stadium video systems, ensuring Sweet & Boozy appeared alongside major national brands with equal production quality and visual impact.

Billboard Videos

Allegiant Stadium features a massive electronic billboard facing the Las Vegas Strip with building-sized dimensions, providing premium advertising real estate to millions of annual Strip visitors.

I designed large-format vertical advertisements for this high-visibility billboard, rotating campaigns every few months to showcase Sweet & Boozy's stadium offerings while driving traffic to their online platforms and social media presence.

One particularly successful billboard campaign promoted the launch of Sweet & Boozy's direct-to-consumer shipping service, featuring their signature "Las Vegas Flice" flavor—a premium blend combining old fashioned cocktail elements with cherry ice cream.

This strategic billboard campaign successfully launched their nationwide online delivery service, extending Sweet & Boozy's market reach beyond physical venue limitations into homes across all 50 states and establishing a significant new revenue stream for the business.

Fridges + Concepts

In the final phase of our partnership, I focused on comprehensive point-of-sale branding for refrigeration units and display cases across Sweet & Boozy's retail network. I designed custom branded wraps for mini-fridges, freezer chests, and industrial-grade refrigerators across all 23 locations, creating consistent brand visibility at every customer touchpoint.

This refrigeration branding ensured Sweet & Boozy maintained visual dominance even when sharing retail space with competing brands, reinforcing their premium positioning and increasing customer recognition at the critical point of purchase.

I also developed strategic concepts for mobile ice cream carts targeting high-value Las Vegas casino and hotel markets, specifically Caesars Entertainment properties and other premier Strip destinations.

These casino concepts required exceptional visual impact to compete in the sensory-overloaded Las Vegas environment while meeting stringent venue requirements for mobile food vendors. The designs balanced attention-grabbing elements with sophisticated aesthetics appropriate for luxury hospitality settings.

Ice Cream Truck

In late 2023, an independent entrepreneur approached Sweet & Boozy seeking to launch a franchise ice cream truck operation in Minneapolis, Minnesota. I designed a complete vehicle wrap for this converted delivery truck, establishing the first mobile alcoholic ice cream franchise under Sweet & Boozy's expanding business model.

This project required coordination with specialized vehicle wrap manufacturers for precise measurements and technical specifications while collaborating with the franchisee who operated independently from Sweet & Boozy's core operations.

The truck necessitated its own comprehensive brand ecosystem including custom menus, localized marketing materials, and dedicated social media presence operating as "Sweet & Boozy of Minnesota, Minneapolis."

This franchise expansion introduced new operational complexity as we began supporting independent operators outside my direct relationship with Sweet & Boozy ownership, establishing scalable systems for future franchise development and brand consistency across distributed operations.

Fridges + Concepts

In the final phase of our partnership, I focused on comprehensive point-of-sale branding for refrigeration units and display cases across Sweet & Boozy's retail network. I designed custom branded wraps for mini-fridges, freezer chests, and industrial-grade refrigerators across all 23 locations, creating consistent brand visibility at every customer touchpoint.

This refrigeration branding ensured Sweet & Boozy maintained visual dominance even when sharing retail space with competing brands, reinforcing their premium positioning and increasing customer recognition at the critical point of purchase.

I also developed strategic concepts for mobile ice cream carts targeting high-value Las Vegas casino and hotel markets, specifically Caesars Entertainment properties and other premier Strip destinations.

These casino concepts required exceptional visual impact to compete in the sensory-overloaded Las Vegas environment while meeting stringent venue requirements for mobile food vendors. The designs balanced attention-grabbing elements with sophisticated aesthetics appropriate for luxury hospitality settings.

Ice Cream Truck

In late 2023, an independent entrepreneur approached Sweet & Boozy seeking to launch a franchise ice cream truck operation in Minneapolis, Minnesota. I designed a complete vehicle wrap for this converted delivery truck, establishing the first mobile alcoholic ice cream franchise under Sweet & Boozy's expanding business model.

This project required coordination with specialized vehicle wrap manufacturers for precise measurements and technical specifications while collaborating with the franchisee who operated independently from Sweet & Boozy's core operations.

The truck necessitated its own comprehensive brand ecosystem including custom menus, localized marketing materials, and dedicated social media presence operating as "Sweet & Boozy of Minnesota, Minneapolis."

This franchise expansion introduced new operational complexity as we began supporting independent operators outside my direct relationship with Sweet & Boozy ownership, establishing scalable systems for future franchise development and brand consistency across distributed operations.

Solution:

Over two years with Sweet & Boozy, I designed their complete visual ecosystem spanning retail packaging, store environments, print advertising, digital campaigns, and vehicle graphics—establishing comprehensive brand presence across all customer touch points.

The core solution was a cohesive, scalable branding system that maintained consistent identity while adapting seamlessly across diverse mediums and use cases, enabling rapid expansion without compromising brand recognition.

Results:

• Scaled from 2 storefronts to 23 locations across multiple states in 2 years

• Reached over 20.3 million people organically without digital advertising spend

• Generated approximately $7 million in revenue (based on 1% conversion rate)

• Expanded product line from 6 flavors to 40+ options (20 alcoholic, 19 traditional)

• Secured major venue partnerships including Allegiant Stadium (Las Vegas Raiders) and 19 minor league baseball fields

• Successfully launched nationwide direct-to-consumer shipping service

• Established franchise operations with independent operators

• Created 25+ customized menus for different venues and regulatory restrictions

• Designed 30+ storefronts and mobile carts across all locations

• Developed comprehensive B2B wholesaling program

Reflections

• Rapid small business expansion requires strong client relationships and flexible branding systems that can adapt quickly to changing needs and urgent deadlines.

• Stadium partnerships provide massive organic marketing value—millions of impressions without digital advertising costs when leveraged strategically through high-traffic venue placement.

• Systematic branding approaches are essential for food and beverage companies scaling in novel categories like alcoholic ice cream, enabling consistent execution across diverse markets.

• First-mover advantage in emerging categories allows brands to establish market leadership, positioning Sweet & Boozy as the category leader similar to Ben & Jerry's in premium ice cream.

• Strategic visual identity and scalable design systems enable rapid market expansion while maintaining operational efficiency.