Marvel Entertainment worked with our design team to develop the package design systems for all licensed products associated with the X-Men and X2: X-Men United films. Our objective was to appeal to X-Men fans – both kids and collectors – as well as fans of the film. For the first film's action-figure packaging, we leveraged a dimensional X-Men icon and a monochromatic steel blue background to differentiate the movie-related product line from other X-Men products at retail. We also established the packaging style guide for licensees to use in the implementation of X-Men movie packaging across all retail categories. For X2: X-Men United, we created a new, simplified action-figure package structure that departs from the structure we developed for the first movie. The new look is based heavily on the cinematic branding, yet maintains an overall monochromatic blue color palette.