Design: Brandon
Location: United Kingdom
Project Type: Produced
Client: XITE Energy
Product Launch Location: United Kingdom
Packaging Contents: Energy drink
Packaging Substrate / Materials: Aluminium

XITE Energy is the first UK nootropic drink including three active nootropics – natural supplements that have a beneficial effect on brain function in healthy people. Daily demands for health and productivity are forever increasing, yet time does not, so XITE Energy is designed to provide consumers with a healthy energy alternative that doesn't compromise on taste or function.

However, despite having a fantastic product, potential consumers were having trouble understanding the product’s benefits from the packaging alone. So XITE asked us to show its consumers how it could be relevant in their lives through a rebrand and pack redesign.

When it comes to food and drink, we want to make positive choices and energy drinks shouldn’t be an exception. At its core, XITE is a functional drink to help with mood, motivation, concentration and creativity, and although the packaging design had made a step away from ‘extreme energy’ design codes, its design still put it in the realms of enhanced physical performance – albeit with a nod to its zero sugar and natural caffeine claims. So we wanted to dial up the benefits to the consumer straight away.

Unlike traditional energy drinks, the natural caffeine in XITE keeps consumers going for longer without a crash, and the nootropics keeps them focused for longer, too. XITE also has zero sugar, and is vegan, diabetic-friendly and full of ginseng and b-vitamins, making it a great energy drink for everyone.

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via Packaging of the World – Creative Package Design Gallery