packaging design and color coordination by me, set & photo shot by huesch.co

XbyX empowers women over 40 to take charge of their health and well-being with knowledge, support, and natural solutions. The brand believes that female body — especially in midlife — is powerful and complex, yet too often misunderstood. Their mission is to break the stigma around menopause and help women navigate this transformative phase with energy, clarity, and balance. Backed by leading medical experts, they produce plant-based, non-hormonal products tailored to support hormonal balance and healthy aging.

• brand strategy

• user research

• visual identity, concept and narrative direction

• brand communication

• graphic design system

• packaging, digital, event design

• visual tone

• project management & mentoring

• holistic approach

in 2020, addressing menopause in Germany openly, vividly, and without stigma was still a quiet revolution. XbyX set out to change that with their mission to empower women in their second half of life through science-backed support, and to rewrite the narrative around healthy aging.

the brand needed to challenge the usual codes of the category. no sterile medical aesthetics. no muted palettes. no clichés of decline. instead, the vision was to create a space that feels like an invitation to reconnect with age. a unique visual identity that resonates with the target audience on a deeper level, focusing on positive life approach, high energy and a 'best friend who holds you feeling'.

the developed brand system supports this goal. warm yet bold, science-based yet human. create to celebrate vitality, confidence, and the richness of life beyond 40.

UX/UI design

the design for the Shopify-based Webshop xbyx.de and digital magazine with the goal of creating a seamless and empowering customer experience tailored specifically to mid-age women. the challenge was to balance a clean, conversion-driven e-commerce experience with rich, educational content - making both equally accessible and engaging. every element - from navigation structure and product discovery to article layouts and CTAs - was created to reflect empathy, clarity, and inclusivity.

packaging design and color coordination by me, set & photo shot by huesch.co

for each new product launched by the XbyX brand, I developed a complete visual system and positioning campaign - from concept to execution. this includes custom packaging design, a visual tone tailored to each product, producing digital campaigns that clearly communicate the product’s value across channels. every visual element is purposefully designed to support the brand’s positioning and narrative.

one example is Klare Aminos - a refreshing amino acid drink with a peach flavor.

brand visual identity

packaging design

for Basics product line, XbyX set out to redefine how essential supplements - such as zinc and magnesium - are presented. the concept focuses on simplicity, clarity, and trust. mono-ingredient products as foundational elements for everyday health support.

new packaging design system tailored specifically to this line. visual language emphasizes minimalism and transparency, reflecting the purity and essential nature of each product.

more work on the website - xbyx.de

every visual element & product you will see there is designed by me :)

l⊙⊙k