XB — a pre-made premium “sex on the beach” cocktail — was seeking American distribution at the prestigious Wine & Spirits Wholesalers of America (WSWA) conference. They needed an impactful brand, booth graphics, and promotional pieces — from concept to printed to shipped into Florida — within the impossibly tight deadline of one month.

To help XB make a splash in a crowded space, I leveraged the unique “X” in their name through a campaign of “x” words, like “exotic” and “exciting.” I quickly developed a brand guide, designed, sourced and oversaw the printing for booth designs, recipe postcards, invitations, and a 4-page full-sized “XB Extra” — a signature newspaper that was slipped under the hotel room doors of all attendees on the first morning.

XB got the attention of — and a distribution deal from — the largest distributor in the U.S.: Southern Wine & Spirits of America.

Style Guide

WSWA promotional 8-page newspaper

newspaper spread

Promotional event postcard — drink recipes featuring XB

SWSA Floor Displays
wall graphic
wall graphic