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To move the brand away from being another Red Bull imitation and give KX a personality all of it’s own.

Taking advantage of the negative space within the type, we made the small addition of some fangs to reveal the face of a serpent. The striking and intense qualities of the serpent help to reflect the adrenaline fuelled rush of the product.

The result? Continued sales growth has led to KX outselling the brand leader in Tesco stores.