XXARLIE
by Xarlie
XXARLIE
by Xarlie
TIMELINE
6 weeks
TIMELINE
6 weeks
PROJECT
Academic
Individual
PROJECT
Academic
Individual
PROJECT
Academic
Individual
Bachelor's
in Design
Bachelor's
in Design
TOOLS
Adobe Illustrator
Adobe Photoshop
TOOLS
Adobe Illustrator
Adobe Photoshop
BRIEFING
Xarlie — Companhia de Cervejas de Leiria partnered with IADE to present students
with nine branding and rebranding challenges. Each project was randomly assigned,
meaning students had no choice over which challenge they would work on,
making the experience more unpredictable and challenging.
For the energy drink challenge, Xarlie wanted the product to be named XXARLIE,
with “XX” symbolising energy. The new product should fit within the brand’s existing
visual identity and feel connected to its other products, while still standing apart from
its best-selling beers and not being confused with them.
BRIEFING
Xarlie — Companhia de Cervejas de Leiria partnered
with IADE to present students with nine branding and
rebranding challenges. Each project was randomly assigned,
meaning students had no choice over which challenge they
would work on, making the experience more unpredictable
and challenging. For the energy drink challenge, Xarlie
wanted the product to be named XXARLIE, with “XX”
symbolising energy. The new product should fit within the
brand’s existing visual identity and feel connected to its other
products, while still standing apart from its best-selling beers
and not being confused with them.
ABOUT THE PROJECT
This project came to Matilde as a challenge. The brand Xarlie — Companhia de Cervejas
de Leiria — wanted to expand its catalogue of products, and with that came the need for
an energy drink. However, this is not a typical energy drink, as it is more focused on health
and longevity. XXARLIE aims to find the perfect balance between energy and well-being in its
communication. According to a market analysis, this category of beverages often relies on
busy designs featuring multiple elements, colours, and patterns.
But how can XXARLIE stand out on the shelf? Simple: by adopting a visual language that
contrasts with its competitors. Its communication should convey the brand’s focus for this
new product — health and longevity — and therefore stand apart from other energy drinks.
The main idea behind the proposed solution explores the possibility of the cans completing one
another when stacked, ultimately creating the crow, the brand’s symbol.
ABOUT THE PROJECT
This project came to Matilde as a challenge. The brand Xarlie
— Companhia de Cervejas de Leiria — wanted to expand its
catalogue of products, and with that came the need for an
energy drink. However, this is not a typical energy drink,
as it is more focused on health and longevity. XXARLIE aims to
find the perfect balance between energy and well-being in its
communication. According to a market analysis, this category of
beverages often relies on busy designs featuring multiple
elements, colours, and patterns.
But how can XXARLIE stand out on the shelf?
Simple: by adopting a visual language that contrasts with its
competitors. Its communication should convey the brand’s
focus for this new product — health and longevity — and
therefore stand apart from other energy drinks. The main idea
behind the proposed solution explores the possibility of the cans
completing one another when stacked, ultimately creating the
crow, the brand’s symbol.
MATILDE'S GOALS & CHALLENGES
The goal was to create a simple label that coexists harmoniously with
the brand’s playful visual language. The proposed solution embraces
this contrast through minimalism, or rather, “bold minimalism.”
Matilde wanted her proposal to be fun and playful because that is the
essence of Xarlie. The biggest challenge for her was the market itself.
Since it is not a product Matilde usually consumes, the project involved
a lot of research and conversations with customers to better understand
the market. Even though it was challenging, she enjoyed every minute of it,
learned a lot, and ultimately achieved her goals.
Have you noticed how the cans complete
each other? Pretty cool, right?
— Matilde
"
Have you noticed the cans complete
each other? Pretty cool, right?
— Matilde
"
CLIENT
Xarlie
CLIENT
Xarlie
CLIENT
Xarlie
ABOUT THE PROJECT
This project came to Matilde as a challenge.
The brand Xarlie — Companhia de Cervejas
de Leiria — wanted to expand its catalogue of
products, and with that came the need for an
energy drink. However, this is not a typical energy
drink, as it is more focused on health and longevity.
XXARLIE aims to find the perfect balance between
energy and well-being in its communication.
According to a market analysis, this category of
beverages often relies on busy designs featuring
multiple elements, colours, and patterns.
But how can XXARLIE stand out on the shelf?
Simple: by adopting a visual language that
contrasts with its competitors. Its communication
should convey the brand’s focus for this new product
— health and longevity — and therefore stand apart
from other energy drinks. The main idea behind the
proposed solution explores the possibility of the cans
completing one another when stacked, ultimately
creating the crow, the brand’s symbol.
BRIEFING
Xarlie — Companhia de Cervejas de
Leiria partnered with IADE to present
students with nine branding and
rebranding challenges. Each project was
randomly assigned, meaning students had
no choice over which challenge they
would work on, making the experience
more unpredictable and challenging.
For the energy drink challenge, Xarlie
wanted the product to be named
XXARLIE, with “XX” symbolising energy.
The new product should fit within the
brand’s existing visual identity and feel
connected to its other products, while still
standing apart from its best-selling beers
and not being confused with them.
MATILDE'S GOALS & CHALLENGES
The goal was to create a simple label that
coexists harmoniously with the brand’s playful
visual language. The proposed solution
embraces this contrast through minimalism, or
rather, “bold minimalism.” Matilde wanted her
proposal to be fun and playful because that is
the essence of Xarlie. The biggest challenge for
her was the market itself. Since it is not a product
Matilde usually consumes, the project involved a
lot of research and conversations with customers
to better understand the market. Even though it
was challenging, she enjoyed every minute of it,
learned a lot, and ultimately achieved her goals.