red and ICP have continued their ongoing packaging design partnership with the recent redesign of X-Men for Boss. X-Men for Boss is a premium version of ICP’s popular X-Men brand, aimed at an older, more mature audience. red worked with ICP to develop packaging that was more subtle, elegantly mature, and had a sophisticated, international flavor.

Lennart Schaberg, the Creative Lead for this project, said, “The new packaging takes the brand to a much more premium level – the target audience has really matured and want a bath product that reflects their lifestyle and status. We worked closely to match the benchmarks set by ICP to reflect the more modern, sophisticated style of the target audience.”