CLIENT: XO Athletic
STRATEGY: Athletic cups were embarrassing back in school and that hasn’t changed. Thanks to safety conscious XO Athletic however, everything else about cups has changed. From white, uncomfortable, hard cups in only 2 sizes, XO developed soft edge cups in 4 colors/sizes. Thinc. was there at the beginning, naming the company after its exoskeletal-like products. A decade later, we are still doing smart branding and design for XO including logos, catalogs, signage, POP displays, package graphics and more.