“2XP® is for people who set the pace and lead the pack. Who push, punish and play. People with passion, who strive for perfection, who believe in possibilities and participate with purpose.”

The brief, create a unique brand and packaging solution for a new high performance sunscreen range. The goal, challenge the market perception with innovative naming, form and function.

Naming convention came first as we landed on the concept XP which represented “eXtra Protection” and “eXtreme Performance” eventually forming 2XP® .

When designing the dynamic bottle shapes we began with the idea of utilising multifaceted forms to create an upright rigid tube. The slimline cap at the base formed the initial building block with alternating angled sides becoming our theme, adding both dynamic form and highly functional utility. We paired this with simple, punchy typographic communications and a vibrant colour palette emphasising vitality and energy