THINKING OUTSIDE THE BOX
Armed with an innovative brand strategy and all-new identity, Xenith faced the not-inconsequential task of implementing the brand throughout retail packaging. Because our discovery revealed a level of sameness in most football gear packaging, we decided it was time to shake things up and create a truly different experience in the aisle. We brought this all-important consumer moment to life in a fresh, unexpected way that reinforced the brand and spoke directly to the things athletes care about most.
DESIGNED FOR THE ATHLETE
Across the whole product line, we simplified. The strong black-on-craft aesthetic differentiated Xenith’s premium products from its competitors. Messaging focused on moments that athletes could connect with. And a consistent use of camo created a Xenith billboard in every aisle, uniting a wide variety of products across the store.
But there is more to a retail experience than looks alone. For Xenith’s flagship product, the football helmet, we created an in-store unboxing moment that encourages young athletes to interact with the product. A mysterious, peek-a-boo corner-cut shows off just enough of the helmet, inviting shoppers to pull it out and get hands-on with a product that is designed for ultimate fit and feel.
FEEL THE FOMO
No longer just another piece of football gear in row upon row of the same old thing, Xenith’s retail experience is a collection of unique, thoughtful, FOMO-worthy moments that establishes Xenith with young athletes and sets up the brand to compete against the titans of the sports industry.