Gum/Mint Brand Creation
The brand embodies precision, alertness, and balance. Mirroring the crisp clarity one feels after a deep breath of focus. Every element, from formula to form, speaks to sharp energy and mindful performance.
Date
2024
Brand Designer
Project Brief
Xpel is a caffeinated gum and mint brand designed to expel fatigue, sleepiness, and mental fog.The visual system is built from geometric forms that interact through positive and negative space. Triangles, rectangles, and diagonal cuts form optical relationships, one shape revealing another as if energy is being expelled.
The display type becomes a stage for Xpel’s wit. Letters appear to expel parts of themselves, forming light through absence. The interplay of positive and negative space visually mirrors the brand’s function: removing fatigue to reveal clarity. This dynamic typography keeps the identity bold, memorable, and conceptually tight.
The sharp geometry plays with positive and negative space elements appear to be “expelled” from the form itself. Each facet reveals a different rhythm of shapes, creating a kinetic visual experience that mirrors the product’s energizing function.
