LYNX x XBOX

Brief: With the launch of a new Xbox console on the horizon, Lynx had an opportunity to tap into the excitement surrounding gaming culture through a collaboration with Xbox. The challenge was to develop a compelling launch proposition, limited-edition gift pack and supporting campaign identity that brought both brands together in a way that felt authentic to their shared audience.

The creative direction needed to capture the energy and anticipation of gaming while retaining the unmistakable personality, confidence and brand recognition of Lynx.

Solution: Drawing inspiration from Xbox's immersive gaming universe, I developed a bold creative direction that brought together the distinct identities of both brands. Xbox's signature electric green, futuristic lighting and gaming-inspired imagery were paired with Lynx's confident aesthetic to create a cohesive identity across packaging and campaign assets.

Anchored by the proposition ‘Lift Your Game’, the limited-edition gift pack was designed to feel like a premium gaming collectible, building excitement and purchase appeal while preserving the recognisability of both brands.