XBeer: International Beer Brand for Radico Khaitan

Radico Khaitan came to Paul with a beer and packaging featuring an X which they wished to market internationally to adventure-seeking 25-34 year-olds.

Based on this alone he came up with a concept with real legs: the concept of the XBEERIENCE:

• XBEERIENCE THE NEW TASTE
• HOW XBEERIENCED ARE YOU?
• TRY THE NEW XBEERIENCE
• GET XBEERIENCED