Jamie Foxx gave BSB Whiskey a glow-in-the-dark logo for club bottle service

WES Brands asked designer Charmaine Choi for an updated BSB Whiskey look inspired by Jamie Foxx's style and playfulness, one that could bring fun to the whiskey category without losing class.

A matte black bottle with a letterman jacket-style patch whose logo glows in the dark — classy in the hand, and still selling in the dark of bottle service.

The bottle is all-matte black with tactile printing and a letterman jacket-style patch. Foxx, making decisions quickly as creative director, added the decisive idea himself: a glow-in-the-dark logo, so the bottle reads across a dark room during club bottle service.

No public results. The design's mark is functional: the label does its selling at the moment the product is actually consumed — glowing across a dark club.

BSB Whiskey, a sippable whiskey fronted by actor Jamie Foxx, needed an updated look. Its parent WES Brands briefed designer Charmaine Choi on a package inspired by Foxx's style and playfulness — 'classy and bold', as she put it — that could bring fun to a whiskey category not known for it.

Choi's answer is a study in tactile contrast: an all-matte black bottle carrying a letterman jacket-style patch, printed so the surfaces invite touch against the flat matte ground. The decisive move came from Foxx himself, who as creative director made decisions quickly and suggested the logo be glow-in-the-dark — a detail aimed squarely at bottle service, where a club's bottle arrives in the dark and has to perform on the table.

The glow detail turns the package from decoration into function: the bottle's single flash of brightness only appears exactly where whiskey gets ordered. The Dieline's write-up, built on Choi's account of the process, positions the new look as approachable and curiosity-driving, with the glow-in-the-dark label as its signature.

It is a rare packaging brief where the celebrity is not the face but the creative director, and the record shows his concrete contribution — the glow detail — not just his name.

The glow-in-the-dark logo solves a real usage problem: bottle service happens in the dark, and a matte black bottle would otherwise disappear there.

The design logic is legible in one sentence — class in the hand, glow in the club — which is what makes it travel.

Put the packaging's best detail exactly where the product gets used: a glow-in-the-dark logo does nothing on a shelf and everything in a dark club.

The Dieline piece closed without sales figures or rollout details; the article, built on designer Charmaine Choi's account, stands as the redesign's main public record, with the glow-in-the-dark logo as the detail it is known by.