Case Study: Maxell builds a future-proof value-led visual system with CUBEevo

Maxell elevates brand visuals with CUBEevo across 3 product values

Maxell, a Japanese consumer electronics brand, faced the challenge of standing out in a visually saturated market dominated by competitors with larger advertising budgets. Their brief to creative agency CUBEevo was to develop a visual system that expressed their core product values of speed, power, and durability without relying on standard feature lists, creating assets that would work effectively across both static and digital motion formats.

CUBEevo developed a value-led visual system built around three key metaphors: Light for speed, Rocket Engines for power, and Ground Shattering for durability. This conceptual framework was executed across key visuals and a library of short-form animations, providing Maxell with a distinctive and future-proof brand language. The solution allowed the brand to earn attention by being clearer rather than louder, and the system was designed to be extended across future product launches without needing a rebuild.

Maxell