The global energy drinks market size is anticipated to reach $84.7 billion by 2026, growing at a CAGR of 7.3% from 2018 to 2026, according to a new report published by Polaris Market Research. But, although consumers appreciate the boost energy drinks provide, they are concerned about their high sugar content, artificial and unknown ingredients that may produce unwanted effects (jitters and crash), and an unpleasant taste. An all-natural energy drink that’s low in sugar, sources its caffeine naturally from green tea, and is non-carbonated, X2 Energy from Advanced Bio Development, Inc. is designed for every day, healthy living.
According to Jon London, CMO of Advanced Bio Development, “The brand is consistent with someone who is approachable yet a consistently strong performer who makes informed, thoughtful decisions.” Recently X2 turned to brand design agency Chase Design Group to help them redesign the packaging to effectively communicate the brand’s benefits, its personality, and its premium position.
Founded by Dr. Ralph M. Ferrante, X2’s all-natural formula is a game changer in the category, according to the company. Appealing to both men and women, the core target is adults 18 to 49 who are more physically active than the average person and want to live a healthy lifestyle. Despite the brand’s benefits, the existing packaging’s unclear on-pack hierarchy, dated graphics, and a generic brand mark led consumers to deselect X2 at shelf.
Chase redesigned the X2 Energy brand from the ground up with the goal of capturing the natural flow of energy that X2 delivers. New energy wave graphics, modern typography, and a clear hierarchy comprise the new brand look, while the new logo is bold and distinctive and achieves the stature the previous logo was lacking.
“Our design solution stands out in a crowded category and communicates the qualities that differentiate this product from the competition,” says Clark Goolsby, Chief Creative Officer, Chase Design Group.
Ultimately, Chase extended the new design language across the entire X2 portfolio to include their Sport and Pro Sport lines for a cohesive family of products.
