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X marks the spot


Bottling success.

Xider defined a market and became number one only to be lost in the crowd. The brand needed an identity to recapture the fire. JDO created an iconic design with a distinctive point of difference, adopting a graphic and structural signature which was impossible for the competition to copy.

JDO created a beautifully executed bottle that relied on deep embossing to build a brand signature in the negative space of the ‘X'. Although technically challenging, the end result instantly established the brand back at the top of its game with the increased brand standout and tactility that consumers loved.


  • Client: Carlsberg
  • Year: 2008
  • Location: Sweden
  • Categories: 2D, 3D, Brand Identity, Innovation, Animation, Production, Design for Manufacture
We wanted to create a really crisp profile that pushed the conventional glass blowing process to its limits. Creating such a strong deboss in this category was unique and that was our aim from the outset. We were able to create a point of structural distinction without the need for superficial graphics that would have diluted the single minded approach of Xider.
Paul Drake, founder and creative director, JDO

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