BRANDING / PACKAGE DESIGN / LAUNCH CAMPAIGN
In partnership with design firm Holotype, we created a stunning packaging concept for D’Addario’s latest and greatest extended lifespan sub-brand: X-Series. The first release, XT, features a groundbreaking combination of enhanced break resistance, pitch stability and long-lasting performance—all while preserving the tone and feel of uncoated strings. These strings are made to stay, for performance that never fade away.
The design spotlights a heroic, 3D-rendered and embossed ‘X,’ which depicts not just the name of the product but also alludes to the coating that lends the increased lifespan to the strings themselves.
The 3D ‘X’ identity has inspired renderings and animations that further explain this revolutionary new technology and its many benefits.
Meanwhile, the nearly monochrome, matte-finish envelope pushes back against all the ‘noise’ on shelf, giving players’ eyes a place to rest, while the colored tabs and vertically oriented product information allows for easy way-finding for both shopper and store clerk.
D’Addario XT Strings
In partnership with design firm Holotype, we created a stunning packaging concept for D’Addario’s latest and greatest extended lifespan sub-brand: X-Series. The first release, XT, features a groundbreaking combination of enhanced break resistance, pitch stability and long-lasting performance—all while preserving the tone and feel of uncoated strings. These strings are made to stay, for performance that never fade away.
The design spotlights a heroic, 3D-rendered and embossed ‘X,’ which depicts not just the name of the product but also alludes to the coating that lends the increased lifespan to the strings themselves.
The 3D ‘X’ identity has inspired renderings and animations that further explain this revolutionary new technology and its many benefits.
Meanwhile, the nearly monochrome, matte-finish envelope pushes back against all the ‘noise’ on shelf, giving players’ eyes a place to rest, while the colored tabs and vertically oriented product information allows for easy way-finding for both shopper and store clerk.
