Text in red says "xlr8 Art Direction" on a black background.

Pure art direction. Who needs a headline! Nearly a teaser campaign but was the main campaign. The labels became the coasters, the billboards, street posters, magazine spreads. For those who weren’t socialising in the nineties, xlr8 was the world’s first alcoholic cola with caffeine and guarana. The competition was vodka, minimal design, sleek, Below is a selection of 24 labels in total. The concept was the labels became the magazine double page spreads, which became the outdoor billboards, and street posters. So much fun.

A group of six men dressed in eccentric clothing and posing against a height chart backdrop, with shadows cast behind them, in a mugshot style photo.
A lineup of eight glass soda bottles with colorful labels featuring various graphics and text, all labeled 'XLR8'.
Open magazine showing two x-ray images of human skulls facing each other, with various signatures and markings. Text in the bottom left reads 'ALCOHOLIC COLA' and in the top right 'XLR8'.
A white dog sitting on the sidewalk next to a wall with two black puppies sniffing the ground nearby. The street is shaded, with trees and buildings in the background. The image includes logos of XLR8 and Alcoholic Cola.
Close-up of a rusty, vintage door with chipped green paint and a worn-out keyhole that reveals a cozy, warmly lit room inside.
A cartoon illustration of a person in a yellow outfit running after a large, white ball with a shiny surface, on a bright yellow background. The illustration has a signature 'Jeremy' in the lower right corner, and a label 'Alcoholic Cola' in the bottom left corner. The top right corner features the text 'IXLR8'.
A colorful illustration of six windows in a building, each featuring various scenes of people and animals in animated, theatrical settings, with red curtains and blue walls.
Two men looking into a large circular object, possibly a porthole, with a pinkish background and various decals and stickers on their clothing.
Collection of five cards and a handwritten note, all related to XLR8 Alcoholic Cola. The cards include colorful designs with the brand name, one depicting a cartoon character running after a ball, another with abstract colors and text, a photo of two people standing outdoors, and a blank card with the brand name. The handwritten note describes Guarana as a naturally occurring pick-me-up found in the jungles of South America and bottles of XLR8 Alcoholic Cola.