Sesh by XED is an alcoholic beverage brand created by two college students in a basement who were sick of bad hard seltzers and unhealthy gluten-filled beverages.

XED came to us with a couple of problems—number one being that no one could pronounce their brand name. So with a new name we developed a solid identity.

Sesh

UPDATED LOGO | BRAND SYSTEM | CAN AND BOX DESIGN | WORKING AD SETS | PRINTABLE MATERIAL | ORGANIC POSTS

A can of SESH Gin & Tonic cocktail with 6% alcohol, 12 fluid ounces, on a beige background.
A can of SESH Moscow Mule cocktail with 6% alcohol, labeled as hard seltzer with natural flavors, 12 fl oz, containing alcohol.
Aluminum can of Xed Mojito Sesh hard seltzer with 6% alcohol, black and mint green design, labeled as cocktail meets seltzer.
Can of Paloma Sesh cocktail with black and pink label, mentioning 6% alcohol and natural flavors.
Black can with white text labeled 'SESH' and a small icon of a drink with ice, featuring a light green label that says 'Inspired by Mojito'.

How can Sesh disrupt the already crowded seltzer space?

Four strategic directions were identified for testing based on current brand attributes: affordable luxury, utility, health, and a masculine alternative to beer.

Research

Collage of luxury lifestyle scenes including a pink cocktail, a man in a suit, a poolside view, a city skyline at sunset, a woman looking out a plane window, a man in a suit in a café, a woman walking stairs in patterned clothing, a boat over clear b
A collage of various lifestyle items including a kitchen with fresh vegetables, a box labeled 'Sun Basket', a tablet displaying an e-book, a smartwatch lineup, a reusable water bottle, a YETI cooler, clothing on a rack, protein supplements, a person
A collage featuring outdoor activities and healthy lifestyle scenes including rock climbing, skateboarding, running, surfing, a person with a surfboard, a dip in the sea, skateboarders, a woman in a swimsuit, a close-up of a healthy meal prep, a man
Collage of various trendy lifestyle and product images, including skincare bottles, people socializing, a neon light display, a woman at a market, sneakers, a dog on a bed, spray bottles, and cans.

Sesh’s “All flavor, no bullshit” mantre carries onto the design. Masculine, classic, luxurious but not intimiating. Bold. Simple. Matter-of-fact. Content marketing follows suit. Sesh is incredibly contemporary and self-aware.

Identity System

Box of 12 cans of XED Sesh cocktail mixer variety pack with flavors like mojito, paloma, and Moscow mule, featuring black packaging with colorful accents and text.
A man wearing sunglasses smiling, with text promoting SESH, a drink that combines cocktail and lifestyle content, emphasizing healthy lifestyle choices without sacrificing flavor.
Marketing webpage displaying four cans of seltzer water with flavors Paloma, Moscow Mule, Gin & Tonic, and Mojito, with branding emphasizing zero sugar, low carb, low calorie, and gluten free features.
Packaging box of Mojito Sesh cocktail with natural flavors, 6 pack, 12 oz cans, 6% alcohol, gluten free, low calorie, low sugar, low carbs, seltzer.
A dark-themed webpage featuring a central heading 'TONE' with descriptive text and six black buttons with white text labeled 'HOT,' 'CLASSY,' 'CONVERSATIONAL,' 'CROWD PLEASER,' 'CONTEMPORARY,' and 'AMBITIOUS.'
People enjoying a beach day with cans of XED sparkling water, some black and colorful, and a pizza on a table. Group of friends smiling and chatting indoors and outdoors.
A graphic design layout explaining design elements for a packaging label, with a black-left section and a product image on the right side. The left contains white text about branding, while the right features a black box of gin & tonic with descripti
A collage of photos depicting people at various social events, including a party with energetic crowd, people laughing and smiling, and indoor gatherings with decorations and lighting.

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