XTCY: New Age Energy Drinks
WHAT I DID: I designed and developed new brand directions and merchandise concepts in line with XTCY’s evolving visual language.
WHAT WAS ACHIEVED: A cohesive merchandise collection and refreshed brand strategy that aligned with the brand’s personality and community-driven values.
METHODS I USED: Brand Research, Visual Strategy and Digital Illustration.
XTCY is an Indian energy drink startup – they’ve formulised zero calorie energy drinks with a bold, youth-driven identity. As part of 909collective, I co-led the creative direction for the brand, shaping its early visual voice and cultural positioning.
My contributions included:
→ Designing & mocking-up initial merchandise ideas; hats, t-shirts, socks with a focus on wearability and cultural relevance.
→ Illustrating and developing sticker packs and supporting visual assets for street-level brand awareness.
→ Conducting PR research and brand strategy thinking to align messaging with Gen-Z energy and lifestyle.