Spirit of Curling Puzzle Twist

Here's the Twist:
The puzzle ON the box is more than a bit different from the puzzle IN the box!  What happened here?

About the Artist:
Rick Loberg—curler, illustrator, and co-founder of Mighty Fine Design—brings over four  decades of creative experience to the Spirit of Curling. A curler himself, Rick fills this puzzle with insider flair, featuring classic phrases like Hurry Hard, Bonspiel, and Broomstacking, along with club logos from across the USA. It’s a heartfelt tribute to the sport, perfect for anyone who knows the joy of sweeping hard and shouting loud.