Branding – Skincare

Branding Skincare

Romilly Wilde is a luxury skincare and perfume brand conceived by the wonderful Susie Willis who set out to create an efficient, modern, natural skincare range and accompanying perfumes.

Wilde Beauty
Branding, Strategy, Packaging Design
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We were originally tasked with developing a brand strategy for the range, including helping to form the brand name. This led into further work on the logo design, the packaging design and overall visual approach.

We dived in at the deep end researching a plethora of natural skincare brands, developing competitor maps and tone of voice analysis. This three month research and report period ended with a well rounded brand strategy, enabling Susie and her team to move on to creating the primary (container) packaging design and secondary (outer) packaging design with us. This vibrant design is the visual representation of all the positioning work we did.

We’ve helped with a significant part of getting this brand to market. From the brand identity and tone of voice, to packaging design and general consultancy. The brand has now been featured in Vogue, Stella, The Times Magazine, ES Magazine and more as well as being ranged in Harrods. 


The boys at An.X are so much more than a design agency. They really understand business, brands, customers and behaviour. I have worked with many creative and branding agencies and their attention to detail is world class. Together they have a modern application and adaptability that suits all genres, with an old school approach to working partnerships. I can not recommend more highly and always look forward to a meeting with the team. Good coffee too!

Susie Willis

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Video Game Marketing

Video Games Marketing

Sega required a key visual for a new launch, Aliens Colonial Marines, which could be used for both the main packaging and also as the primary graphic for the campaign. In addition, they asked for an interesting and relevant special edition pack that would sit around a resin figure of a Colonial Marine battling an Alien.

Sega UK
Graphic Design, Packaging Design

This was a challenging project as it involved the creation of hero artwork for one of the most iconic entertainment brands in the World. It was an open brief with the understanding that there would be multiple levels of approval from various stakeholders, not least Fox themselves.

The initial phase of work centred around the creation of the hero ‘Alien’ image and associated marines before moving on to pack and then print and digital ad creation. The multiple stakeholders meant that approvals could take some time and various changes, often conflicting, were needed.

Sega’s brief requested that we then create a special pack around a resin statue that had been previously designed and gave us a target budget for the production of the remaining special pack contents. The concept we had for the outer wrap involved a swarm of Aliens trying to attack the lone Marine inside the box. Once that semi-transparent O-sleeve is removed the cardboard reveals the metal flooring and panels of a spaceship or colony base. The internal contents were themed around an information pack notionally issued to a recruit in the Colonial Marines, with despatch orders, a schematic of the main ship and unit patches that could be sewn onto clothing.

There were some very specific directions for this project given the history and specific look and feel that had been developed over the years. Clearly the key art needed to heavily feature the Alien itself as well as to convey a sense of tension between it and the main characters.

Tonally, cool blues and blacks were necessary to reflect the iciness of space and the sci-fi setting. We also needed to set up the design so that it could be used in both portrait and landscape form. We sketched up a selection of approaches before settling on one and commissioning a CG render. As you can see, the end result is very striking.

This iconic pack was actually one of the three concepts we proposed in the initial pitch. The license holders and developers requested a different direction for some months before determining that the initial idea was the most striking and relevant.

We also worked with Sega on a related Alien product, Alien: Isolation, supplying design direction and pack concepts which were given to the game design team.

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