worked on this project as Senior Design Director under Anthem New York.
Amvay was getting ready to relaunch their sports nutrition line under their XS brand and we were in charge of redesigning the product line up. Briefed right after the design strategy process, I was involved in the design process and my concept was selected as the final concept to go into production. After selection, the concept was handed over to the Anthem Battlecreek team to be flushed out and get ready for production.
Overall design is very clean, scientific with the flavor cues being very punchy and attractive. Optimized the look while updating brand feel without loosing the impact. Most of the brand is sold online or through catalogs, so it was very important to focus on the flavors and easily differentiate them.
The logo also has been updated and cleaned up to become more contemporary.
rebranding, packaging, art direction