Scratch City
A carbonated margarita in a can, for two brothers new to Delray Beach. It was going to be called the Delray Beach Delight — then the placeholder name won.
The brief
Two brothers from North Carolina had moved to Delray Beach with a drink: a carbonated margarita in a can, with rum or tequila as the spirit. They needed a mock-up and a pitch deck to raise money, and they already had a name — the Delray Beach Delight.
The worry was the name. Delray Beach has a Downtown Development Authority whose job is to look after how the town is marketed, and nobody wanted to build a brand on “Delray Beach” and then be told to take it off.
What I made
I suggested we put a scratch name on the can for now and keep working. So the mock-up said SCRATCH CITY.
They saw it and loved it. That became the name.
Delray Beach didn’t disappear — it moved. It’s in the imagery, the road and the palms at sunset. It’s the small line above the name. And it’s in the tagline: Authentic. Unmistakable. The vibe is real.
Delray Beach still made it into the name, but in a diminished capacity.
How it was made
The label art was built in Photoshop and Illustrator. The can itself is a 3D mock-up — modeled in 3ds Max, then brought into Adobe Dimension for the lighting and the presentation renders that went into the deck.
What happened
The pitch deck worked. Last I heard, the brothers had raised the funding for taste tests and promotional manufacturing.