The project is a fictional beer company called Stash, where consumers can use the Stash web site to upload photos of themselves, apply a mustache, and buy beer cans with their photos on the label. Beer cases come with punch-out mustaches on the side of the box for consumers to punch out and stick to their faces. Promotional merchandise includes stick-on mustaches and t-shirts. The Stash web site is a community forum for consumers to personalize their beer cans, upload photos to a gallery, order merchandise, and organize Stash theme events.