This was an interesting project, so here I was, applying and pitching to different agencies, because, you know - you have bills to pay. I was tasked to an exciting brief - create a bespoke identity for Martell Premium X.O, which was due to launch into the Kenyan market sometime in December of 2017. The brief stated the connoisseurs were a different bunch, not the usual humdrum but classy, smart, suave. Calculated. Hence the strapline - for the calculated. Being the Xmass period and this being the year of 2017, the expression XOXO was all the rage - meaning 'hugs and kisses' in case 2017 passed you by. This made an excellent gifting season campaign. Here are a few pieces from a bygone era.