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Retail Packaging Design
In an industry dominated by century-old brands, Xenith emerged as a modern challenger focused on innovation and player safety.
After launching a new brand identity in 2018, Xenith needed packaging that matched its momentum and performance-driven ethos.
I designed a bold packaging system to elevate shelf presence and reinforce the brand’s credibility across all levels of football.
Shelf Appeal Designed for Athletes
I designed a streamlined packaging system for Xenith’s innovative football gear that elevated brand appeal for athletes. A bold black-on-kraft aesthetic and consistent camo pattern created a strong in-aisle billboard, while minimal copy reinforced Xenith’s focus on performance and innovation.
Functionality
For Xenith’s flagship football helmet, I designed an in-store unboxing moment that encouraged
hands-on interaction. An ‘X’-inspired corner cut revealed the helmet, while a slide-out tray let shoppers test-fit a specific size and return it without disrupting the stack.
The Results
Client-commissioned research showed that Xenith’s brand awareness among athletes doubled in the year following the launch of the new brand and packaging. Dick’s Sporting Goods reported that Xenith gear, previously outsold 5:1 by competitors, is now selling at a 1:1 rate.
Xenith’s new brand and packaging earned recognition from the design community, with a feature on Brand New.
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