What it had to solve
XO SUPREME is a hair and skincare range built on exosome formulations, marketed for their clinical power to prompt regeneration and renewal at a cellular level.
The idea
A grid of interconnected x and o symbols — exosomes signaling cell to cell — distilled to a signature X and a single xo icon applied at one scale everywhere.
How it works
Mid-Air Studio extracted smaller sections of the XO pattern grid into a signature X motif, then distilled it further to a single xo icon, applying all elements at the same scale across touchpoints. Skincare runs a pink-spectrum gradient and haircare a blue one, each overlaid with transparent holographic foil on soft-touch clinical white cartons, glass bottles, tubes and tins.
What it did
No commercial results in the material — the system became the brand's entire visual architecture, one logic readable from the full pattern grid down to a single icon.
Background
XO SUPREME, designed by Mid-Air Studio, is a range of hair and skincare products built on exosomes — microscopic molecules that send signals between skin cells, prompting regeneration and renewal. The studio made that mechanism the brand's entire visual architecture: a system of interconnected x and o symbols that combine into a pattern grid.
From the XO grid, smaller sections were extracted into a signature X motif and distilled further to a single unit xo icon. The modular symbols sit inside the larger pattern at the same scale across all touchpoints, reflecting what the studio calls the clinical precision and molecular building blocks of the product. Skincare is coded in a pink-spectrum gradient, haircare in blue, both overlaid with transparent holographic foil to capture the 'active dynamism' of the formulations on soft-touch clinical white cartons, glass bottles, tubes and tins.
Why it lands
The symbol system is the product story: x and o connecting and sending signals mirrors what exosomes do between skin cells.
One modular system at a single scale across cartons, bottles, tubes and tins keeps a young brand visually coherent on shelf.
Color splits the two lines — pink for skincare, blue for haircare — while holographic foil signals the active formulations.
The soft-touch clinical white base keeps the look scientific, matching the exosome positioning.
What you can take
Derive the identity from what the product actually does: a mechanism becomes a symbol system that can scale from a full pattern grid down to a single icon without losing meaning.
Since then
As of the July 2024 article, the system spanned the range's cartons, glass bottles, tubes and tins; the material reports no sales, awards or follow-up.
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