The global energy drinks market size is anticipated to reach $84.70 billion by 2026 according to a new report published by Polaris Market Research. But, although consumers appreciate the boost energy drinks provide, they are concerned about high sugar content, artificial and unknown ingredients that produce jitters and crash, and fear of an unpleasant taste. To counter this perception — and to emphasize that X2 is an all-natural energy drink — Chase Design Group redesigned the brand from the ground up to capture the natural flow of energy that X2 delivers. Energy wave graphics, modern typography, and a clear hierarchy with bold logo comprise the new brand look. Ultimately, Chase extended the design language across the entire X2 portfolio to include their sport and pro sport lines for a cohesive family of products.
According to, Jon London, CMO, X2 Performance, “The brand is consistent with someone who is approachable yet a consistently strong performer who makes informed, thoughtful decisions.” They turned to brand design agency, Chase Design Group, to help redesign the packaging to effectively communicate the brand’s benefits, its personality and premium position.