Logo design,

visual identity,

design direction,

corporate identity,

retail branding,

product branding.

Starting with the redesign of its logo in 2003 — inspired by both
the XX chromosomes and the DNA double-helix strands — XX by Mexx’s
visual identity underwent a full transformation. The core of the
identity was shaped around an eclectic use of typography, rough collage
layouts and hand drawn details. It gave the edgy sub-brand a young
and expressive image that led to communications inspired by
unique collages and scrapbooks.