XITE-ing redesign for nootropics energy drink brand

XITE Energy, the first UK nootropic drink, worked with brand design consultancy Brandon to develop a new brand and packaging. The redesign has brought to the fore the benefits of nootropics; drugs or dietary supplements that are reported to help maintain cognitive health, focus, well-being and performance.

Despite having a packaging design that stepped away from the ‘extreme energy’ design codes, XITE’s visual identity still put it in the realms of enhanced physical performance, which overshadowed the actual benefits for the consumer. Unlike traditional energy drinks, the natural caffeine in XITE keeps consumers going for longer without a crash, and the nootropics keeps them focused for longer, too.

“By focusing on positive energy and ‘enhanced mental performance’ we were able to reposition XITE as something you can rely on to give you a lift within the everyday rather than a drink to keep you going on a long drive. With all the energy drinks on the market, XITE stands out as something exciting and accessible, and offers a sustainable lifestyle choice for consumers,” says Bobby Wells, design director at Brandon.

Brandon has retained the brand’s X identity but have separated it from the brand name, which was moved to the horizontal to help with legibility, to make it a focal point. From that a rainbow of colour emanates positive energy and highlights the naturally flavoured and zero sugar messages. Underneath the brand name a ‘nootropic energy’ strapline brings the end benefit up front and centre, followed by flavour variant and nutritional claims including ‘supports mental performance’.

The redesign has brought to the fore the benefits of nootropics, helping to maintain cognitive health, focus, well-being and performance.

“The new look and feel of our cans really reflects our core values. Not only does it project the healthy image that the quality of the ingredients deserve, but it clearly illustrates the role it can play in improving consumers’ mood and concentration,” says Oliver Bennett, co-founder of XITE Energy.