XX Bird Pattern Detail
XX Bird Pattern T-shirt
XX Lucha-Libre Pattern
XX Lucha-Libre Pattern Shirts
XX Coaster
XX Coaster
XX Product Stand Hand Sketch
XX Candle Wrap
XX Candles
25 Feb 2018
Dos Equis - XX Brand Extension
Dos Equis tapped Groundwave to explore how they might extend their brand into apparel and products that would speak to a niche audience of creative influencers. Digging into the brand's Mexican heritage with gusto, we created a broad range of product concepts rooted in Dos Equis' history of "bridging tradition and modernity."

We designed three distinctive apparel concepts, which all integrated the brand's signature double X: a unisex t-shirt line that utilized the patterns and symbology of traditional Mexican talavera pottery, a collection of t-shirts that interpolated the colorways of major league sports teams to present Lucha Libra-style wrestling masks, and a range of tees and sweatshirts that took inspiration from iconic Mexican heroes and statuary.

On the promotional products front, we riffed on the popular, inexpensive religious-themed candles found in bodegas and roadside shops to create XX-branded candlewraps. We also developed an illuminator, perfect for outdoor or bar-top use, that takes the iconic cactus and re-presents it as an abstract shape wrapping around an underlit base.
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Brand Identity
Art Direction + Curation
What's a ground wave, anyway?
A ground wave is one of the most resilient and reliable forms of communication. A low-frequency wave running along the contour of the earth, a ground wave's path is informed by the topography of the environment over which it travels while maintaining the integrity of the information it carries. At Groundwave Design Corp, we believe the design process must take a similar route.
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