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X-IDE and IMMAGINE98 celebrate the brand’s 20th anniversary with rebranding
- By Editorial Team
- October 16, 2024
IMMAGINE98 has presented the new branding of X-IDE with an event at Lynk & Co’s Milan Club on October 8th 2024. The new X-Ide and X-Ide New Generation lines were shown for the first time to the Italian trade and consumer press. The event, which was held throughout the morning, was attended by numerous journalists, influencers and fashion and design enthusiasts, curious to discover the brand’s latest trends.
The exclusive location made the event particularly evocative, recalling the brand’s commitment to quality and creativity in the eyewear sector. Lynk & Co in Milan is located in the heart of Corso Venezia and is a space that blends creativity and elegance in a perfect balance between art and design. Upon entering, you are welcomed by an atmosphere that evokes the charm of a contemporary art gallery, with minimalist furnishings and architectural details that play between modern and classic. Every corner of Lynk & Co seems to tell a story of innovation and style, making it the ideal stage for exclusive events.
In this setting, the new collections by X-ide expressed a bold contemporary spirit, ideal for those who love fashion. “The restyling of the logo is just one of the pieces of this project”, explained Susi Tabacchi, General Manager of Immagine98. “X-ide has always been a futuristic and avant-garde brand and therefore needs to express itself at the highest levels and keep up with the times. Over the years, many things have changed. The brand has remained faithful to its original values – colour, creativity, innovation – but, step by step, it has evolved. Hence the urgent need to revisit the logo to give it more breadth: the new version is more linear but also more captivating, just like the new collections and gives X-Ide a new visual identity”. But that’s not all. “This new identity allows us to create a greater connection with increasingly attentive and demanding customers”.
A new campaign called X-ide New generation has been released to communicate the new direction. “To convey the message of the renewed identity”, continues Tabacchi, “we created a photographic campaign that would enhance the distinctive element of the brand: colour”. This objective was achieved through images that adopt a predetermined colour palette: pink, lilac and blue. “From the clothing to the glasses, to the background, every detail coherently follows this color scheme, maximizing the focus of the brand and narrating its story through suggestive colours and shades”, explains the creative team.