Brand
XIKÚ

Market           
Mexico

Media
TV, OOH, Digital, Social

Devlyn, a leading Mexican optical retailer, needed a youth-facing eyewear brand that could connect with younger consumers without falling into the usual category codes. XIKÚ’s product truth gave us the opening: frames designed by Mexicans, for Mexicans. From there, we built a positioning rooted in a more thoughtful reading of Mexican identity, shaped by cultural depth, self-expression, and contemporary pride.

That strategic foundation shaped the whole brand system: voice, tagline, visual language and launch assets. Instead of dressing the brand in easy stereotypes, we gave it its own codes and a clear point of view. The launch delivered 41% more reach than projected, a VTR 20% above average, and media efficiencies that reduced costs by 64%. In just five months, XIKÚ became Devlyn’s top own brand, accounting for 43% of sales, setting a record for daily sales and surpassing Ray-Ban in units sold.

FILM

OOH

SOCIAL: PRODUCT CONTENT