LAS VEGAS –John Villari, a 37-year old creative and interactive director at XYIENCE, maker of Xenergy, the official energy drink of the UFC®, has been selected as a 2012 “40 Under 40” honoree by Vegas Inc., a Las Vegas based business publication. The award recognizes outstanding local professionals based on criteria including professional achievement, innovation, leadership and community involvement.
Villari has been an architect of the brand’s image since 2007, including its packaging, online presence and branded training video series featuring XYIENCE’s team of professional mixed martial arts (MMA) athletes.
“XYIENCE is very proud to have a member of its team recognized with such a prestigious honor,” says John Lennon, XYIENCE’s president. “John’s creative vision and understanding of our brand’s mission has been a driving force behind XYIENCE’s success.”
Under Villari’s creative direction, in 2011 XYIENCE launched its limited edition collector can series. The first in the series, Xenergy Xtreme Fruit Punch featuring UFC welterweight and XYIENCE team athlete Dan Hardy, was named 2011 Best New Carbonated Beverage by CS News, a beverage industry trade publication. In 2009, he directed the brand’s packaging redesign, including the launch of its wildly successful Xenergy Xtreme collection. The can’s slick design proved its power at on retail floors with strong sell-through numbers.
Villari holds a bachelor’s degree in Fine Arts from California State University in Fullerton. His work on logo design has been featured in the book “Logos: From North to South America.” He’s been training in MMA since 2005 and currently resides in Las Vegas with his wife and their young twin daughters.