Project type: Packaging Design

Xide is a range of 10 RTD alcoholic mixed beverages. Our brief was to redesign both the glass bottle, label design and box packaging, as well as create an inspiring visual identity that could be put to effective use in POS and ambient marketing for a target audience consisting of young female and male metropolitans who are early adopters and trend sensitive.

The global market of alcoholic mixed beverages is on the decline, and the challenge was to break this trend and to make the product exciting and relevant for a notoriously difficult target audience. The visual concept needed to be strong and engaging, with the creative energy of youth without being too appealing to under-age drinkers, and the bottle design had to signal that it is an alcoholic beverage. The key objective was to maximize shelf impact, to give the product attitude and to make the brand modern, cool and experimental.

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.

2020 – 2021

Agency & role:
Design Director at NINE Stockholm

Client:
Carlsberg Sweden