XOV

Nov 2022

The brand identity for XOV, developed by Major Studio, establishes a vibrant visual system centered on a bold orange color palette and geometric product presentation. This commercial campaign utilizes a series of meticulously styled tabletop arrangements and high-speed photography to elevate the cookie brand's shelf presence. Photographers Carl Ostberg and Chelsea Kyle capture the product through varied lenses, ranging from warm, editorial compositions with classical props to clean, minimalist studio shots featuring frozen-motion elements. Techniques including high-speed freeze and chiaroscuro lighting emphasize the tactile qualities of the cookies and packaging materials. The identity translates across a diverse array of media, from dense, grid-based packaging displays to dynamic, layered lifestyle scenes that incorporate baking ingredients and kitchen textures. This multi-faceted approach prioritizes a consistent, saturated aesthetic to ensure strong brand recognition.

Horizontal, Commercial, Warm

CPG / Packaged Food

Advertising Campaign, E-commerce / Product