The "X" formation of the leaves icon within the Brand ID not only represents the nutrients sourced from Nature but is also inspired by the idea of X as a multiplier (of various benefits in health) as well as the word "Xin" (meaning heart in Chinese), signifying the brand's dedication to health and well-being. The eye-catching graphic line elements forming the "X" design were also crafted with scientific cues in mind. On the back, the line assets extend out to create a heart shape, connecting the elements back to the idea of "Xin".

To reflect the product's clinically-proven benefits, we crafted icons featured on the front and back-of-pack to highlight the key product attributes. The bold use of colours instils a modern design look, perfectly balancing science and fun. We selected a matt lamination and a metallic foil to highlight the "X" graphic for the label. The contrast allows the pack to maintain a natural look with the matt substrate and has a strong stand-out.