Poetic Cases The X-form product DNA evolved into a design language for Poetic Cases and we created several series of strong, meaningful accessory designs, that blended form and function into market preferred products. Poetic Cases already had a strong set of products and wanted to expand their product offering in the online E-Commerce space. The troubles they faced were in lines of heavy competition from a slew of commodity brands online. We analysed their existing portfolio and conducted a full market survey on their competitors. After several trials and errors, we created a unique product DNA that was exclusive to Poetic cases. The creation of a unique design language helped the brand move away from the commodity players in the Amazon marketplace. With a clear concept and an articulated marketing campaign, their sales increased steadily. Additionally, organic product reviews have propelled the products to higher ranking on Amazon.