MAXIMUM biscuits stand for energy from a natural source. The challenge was to make the pack talk to consumers. The solution was to create bold branding with clear focus on the letter X surrounded by dynamic lines to reflect the movement and energy this brand offers. The date bars, positioned with a facing angle, stand strongly at the side, backing the brand’s promise and re-confirming its role. The letter X visual was later used by the brand agency in its TV commercials as the sign of energy and the sign of the brand.