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.

As the product is not yet launched (date is set for the 6th of April), there are no statistics on the outcome in the market.