Xide is a range of alcoholic, mixed and ready to drink beverages that exist in what Nine – the Stockholm-based design agency behind Xide’s new packaging and identity – describe as a globally declining market. Nine were commissioned by owners Carlsberg to “break this downward trend and make the product exciting and relevant for a notoriously fickle target audience.”
“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 the experience, manifestations of 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.”
– Nine
