Jenga Packaging redesign by BXC


Jenga is the classic 80′s game of dexterousness and mental strategy and has been spilling it’s natural wood contents across living rooms, dens and bars across the world since the 80′s, maybe longer. I was shopping at Barnes and Nobel with my kids and to my surprise, and not quietly grabbing my attention, there she was! Finally in retail, the new Jenga packaging we designed and co art directed with the Hasbro Team. We had limitations to meet including costs, retail space , consumer storage etc not to mention telling the story of excitement of game play to all nations. I’m super happy how this turned out and no doubt we will see the Jenga brand rise again and again and again!

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Callaway Golf Hex Tour Packaging Designs




The Callaway Golf marketing team asked BXC Design to re concept their new golf ball line HEX Tour branding for all global sporting goods retailers and pro shops. We designed several unique packaging system sets that went through the usual approval “dance of life – and death” paces. (It’s always a shame to see great design concepts hit the trash can.) These are just a few of our personal packaging favorites. The boxes talk to the core customer right on the retailers shelf with a strong, emotional and well written headline that changes from box to box to fit the technical specifics of each golf ball’s style and telling it’s story. A witty boldness that we think fit Callaway to a tee.

Need a bigger idea?Give us a call 949-677-7324

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Logo Design Portfolio Update

bxc-logo-BBQ-Icon-design-freelance naked-grape-gallo-wine-label-logo-bxc mophie-cut-room-logo-bxc shacc-surfing-heritage-rebrand-agency-bxc andesign-logo-icon-bxc-orange-county garage-monk-logo-designers-bxc modern-peoples-logo-bxc-design sexy-logo-designs-bxc-nice-logo design-nice-logo-hasbro-bopit-toys-games freelancer-logo-designer-hot-wheels-cars logo-design-sockwa-footwear-bxc-design logo-nice-logo-neil-pryde-npx oneill-wetsuit-logo-graphics-freelance-art-director freelance-logo-designer-komunity-kelly-slater logo-design-nice-logo-i2i-music bxc-logo-rasta-taco-lion-restaurant bxc-logo-nerf-or-nothing-designs design-nicelogo-firstwave-brand-identity bxc-logo-hasbro-trivia-pursuit design-bxc-logo-honda-50th-anniversary design-logo-jaybird-audio-headsets logo-design-mattel-hot-wheels-toys logos-oneill-wetsuit-graphics-bxc logos-nicelogo-giro-product-graphics icons-nicelogo-oneill-wetsuit-graphics design-logos-nicelogo-hasbro-cuponk design-bxc-logo-hasbro-cuponk design-nicelogo-hasbro-cuponk logo-design-fists-nicelogo-hot-wheels-toys icons-nicelogo-oneill-anniversary-50-years design-icons-nicelogo-hasbro-super-soaker-icon logo-design-icons-nicelogo-hot-wheels-toys logo-design-examples-nicelogo-hot-wheels-toys logo-design-examples-nicelogo-solo logo-design-examples-nice-logo-beer-viking-label logo-design-examples-nicelogo-spirits-ca50-spirits-vodka logo-screen-print-design-examples-patagonia-logos logo-design-examples-live-simply-patagonia logo-design-examples-nice-logo-spirits-ca50-vodka

I just updated our branding and identity section of our online portfolio. Here’s the whole darn thing… A successful logo design should be authentic and conceptual, that shares your story and sticks in your customers mind. A strong concept will represent and eventually evoke the emotions your brand serves. Let BXC help you develop a logo icon or typographic mark that is synonymous with “what cool does”. Like what you see? If so let’s create a nice logo.

Hire us and let’s make your mark. 949-677-7324

• Strategic DNA Development
• Competitive Logo Review
• Brand & Logo Use Guidelines
• Corporate Identity Systems
• Stationary & Paper Systems
• Style Guidelines
• Product Branding
• Naming & URL Exploration
• Custom Typographic Marks
• Illustrative Logos & Iconography
• Custom Font Design
• Hand Drawn Logos & Typography

Running App Logo Rebrand and Launch



Performance Athlytics Unveils New Brand Identity
BSX Athletics Name, Logos and Websites Announced

Houston, TX – March 13, 2013 – Performance Athlytics LLC, a leading innovator in sports training technologies, unveiled its new brand identity today ahead of the launch of its new iPhone app, runBSX. The company will do business as BSX Athletics (BSX) and the forthcoming iPhone app will be named runBSX (formerly OOMF! Running).

The new brand was created to reflect the high-tech competitive edge that BSX provides for endurance athletes through its state-of-the-art performance monitoring technologies. BSX is dedicated to building faster, more powerful, and better informed athletes by making complex and previously inaccessible performance data simple and actionable for all athletes.

BSX is pronounced as an acronym, but represents the company’s focus on the “Basics”; the time tested and scientifically validated fundamentals that make every athlete great. This is consistent with the company’s mission to make complex performance information simple and actionable. “The sports world is filled with a constant stream of fads and fashions that distract athletes from what’s most important. These sirens keep aspiring athletes from hitting PRs and can even lead to devastating injuries. Today’s athlete just cannot afford junk miles” said BSX President and Co-Founder, Dustin Freckleton.

BSX partnered with Drew Doughtery, Creative Director at the Dana Point, CA office of to create the new brand identity. “Our team was thrilled to work with the passionate team at BSX. Developing the brand identity to fit their existing vision was truly the simplest part of this new brand. BSX is about to change performance monitoring and the new logo is simply the icing on the cake”. created the BSX Athletics logo, color palette, look and feel. The basic creative elements of the new BSX identity, include a flexible icon and word-mark system that can be adjusted and combined in specific ways. The new system allows BSX to make maximum impact through adjustments to fit each opportunity and get the attention it will need.

As part of today’s unveil, BSX also launched its new runBSX app website, The new brand was also announced and unveiled on the company’s blog and social media pages and the company’s new website will be unveiled shortly.

About runBSX
The forthcoming iPhone app, runBSX, introduces athletes of all levels to the benefits of professional training plans. These enhanced coaching plans evolve with athletes ever improving abilities and are kept up-to-date through routine personalized assessments. The app also gives coaches access to a wider running community and allows them to distribute their dynamic coaching plans globally. runBSX training plans offer several unique features including:
• Custom training plans written by real, local and world-class coaches
• Intelligent Pacing(TM) – plans automatically adapt to each runner’s ability through assessments which use lactate threshold and VO2max approximations to create 5 personalized training paces
• Dynamic scheduling that adjusts plan length, number of weekly sessions, and preferred training days to meet user needs
• onTrack(TM) coaching provides real time visual and audio cues to keep users at their target pace during every workout
• Tips and advice from the coach included with each workout

For the first time ever, athletes will have moment-by-moment, personalized information about their actual performance presented in a simple and actionable format. This allows BSX and its athletes to focus on only the most important aspects of athletic improvement–a term BSX calls ‘powerful simplicity.’

About BSX Athletics
BSX Athletics is a leading innovator in sports training technologies for intermediate and advanced athletes. Our mission is to make complex performance data simple and actionable for endurance athletes.

We specialize in integrating patented wearable sensors and systems level software with expert coaching schedules to produce unsurpassed athletic precision. These systems allow us to build faster, more powerful, and better informed athletes. We believe that whatever can be measured can be improved. Based on this mantra we have developed and are continuing to develop revolutionary technologies which help us to better understand the physiology of sports training and how to take tomorrow’s athletes to the next level.


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