Xide is a range of 10 alcoholic mixed RTD beverages in a declining market. The challenge was to break this downward trend and make the product exciting and relevant for a notoriously fickle target audience. The project came to involve a complete redesign of the bottle, label design and packaging, as well as create an inspiring visual identity that could be put to effective use in POS and ambient marketing.
In the process of redesigning the visual ID for the product, the need to focus on one strong form factor that would live across the range yet provide great flexibility became apparent. Our solution was to bring the X to life through a series of creative and diverse illustrations. The different designs effectively become extensions of experience and create unique personalities throughout the range. The idea that each consumer would find a favorite based not only on taste but also on the design became a strong influence on the visual concept.