The challenge was to create a desirable, global, luxury brand able to capture a young affluent community and become a ‘table trophy’ within the prestigious members’ club market, sitting comfortably alongside distinguished counterparts such as Dom Perignon.



The brand had to look great with a design that could be instantly recognisable as a symbol of status and fun.

The ‘Pursuit of Pleasure’ brand proposition, coupled with 50s glamour and Riviera style inspiration informed the brand identity, packaging and events. Creating an identity that was fun, designer and full of colour.

Launch events were arranged during key social calendar moments in all the top clubs in Europe. Featuring exciting acts like Pharrell Williams, Deadmau5 and Snoop Dogg and supported by the many party-loving celebrities who attended the hottest nights of the season.

Social channels were used to create an on-going dialogue with the active global X.B community. Aspirational imagery celebrated X.B being enjoyed at beach clubs & pools throughout the world and encouraged long-term engagement and key influencer outreach to our core young affluent audience.



Successfully launched in the Cote D’Azur, London, Paris, Madrid, Ibiza and the US. X.B won the ‘Best New Brand’ at the MICS International Clubbing Awards in Monaco.




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