Case Study
[Art Direction, Packaging Design, Prototyping]
The Boring Co.
Designing A Box Seems Easy, Right?
The Boring Company’s flamethrower wasn’t supposed to exist—but when Elon Musk tweeted the idea, it became a real product overnight. With 20,000 units set to ship, we needed packaging that balanced compliance, brand voice, and an inside joke for the internet. It had to look like a collectible, feel premium, and spark conversation—without violating customs or fire code.
As a contract packaging designer on the project, I worked directly with engineering teams, CAD models, and real prototypes to design the unboxing experience. My job was to translate Elon’s brand of humor into a physical product that could safely ship across borders while maintaining meme-worthiness and shelf appeal.
Key Contributions
Oversaw and executed the entire packaging program—from structural engineering to visual design—ensuring the final system was launch-ready under an aggressive 4-week turnaround.
Developed the packaging’s visual voice and art direction to complement the product’s shock-value appeal, contributing to 20,000 units sold and over $10M in revenue.
Engineered insert and structural layout to ensure product protection, manufacturability, and a premium unboxing experience that drove thousands of fan unboxing videos and social shares. Including artwork, dielines, print-ready files, and specification documentation that enabled high-volume manufacturing and contributed to packaging becoming a recognized part of the product’s mythology and cultural moment.
Supported a high-visibility launch that garnered global press coverage (CNN, BBC, Bloomberg, Wired, The Verge), elevating both the product narrative and the role of design in its viral success.
How I Got It Done
Strategy
Engineering Meets Design
I merged CAD precision with creative design—using product engineering files to build a custom foam insert and structural layout that ensured protection, fit, and manufacturability. While tools like Blender brought the unboxing to life visually, it was my ability to interpret CAD data that made the packaging production-ready and part of the $10M product’s viral success.
Brand Identity
Art Direction
What started as a plain cardboard box turned into a storytelling tool. By proposing a packaging concept designed for visual impact and shareability, I took on full Art Direction to elevate the customer experience. The result was a striking, premium unboxing moment that resonated across YouTube and social platforms, turning the box itself into part of the legend.
3D Prototyping
Packaging Design
The Not-A-Flamethrower launch pushed more than deadlines—it pushed problem-solving. With no physical prototype, I relied on CAD data and dimensional logic to create a scalable, production-ready packaging system. Engineering a custom foam insert and testing dielines under tight constraints taught me to bridge design and manufacturing. This project marked my shift from graphic designer to full-spectrum packaging engineer.