Creating a premium gummy range that's more lifestyle-focused.

The challenge

10X Athletic needed packaging for a new edible gummy range that could stand apart from their existing brand and support a more premium position in the category.

What we did

Packaging Design

Brand Design

Clichés we rebelled against

Sports nutrition packaging typically leans on black backgrounds, neon accents and aggressive, gym-driven typography to signal intensity. Flavour is usually communicated through loud graphic bursts rather than restrained colour, on the assumption that shoppers want energy signalled instantly rather than implied.

The approach

We kept the brand’s existing ‘X’ icon but pushed it into the background as texture rather than a shouting foreground graphic, and used crisp typography instead of the category’s usual aggressive lettering to match the premium positioning the brief called for. Bold colour still carried the flavour cues, but without tipping into the neon clutter typical of the category.