With unusual fragrance ingredients such as Green Mojito & Cedar Wood and Fresh Bergamot & Pink Pepper, AXE seeks to challenge category norms whilst staying relevant both to the AXE brand and its target consumer group (16-23 year-old men).
The packaging itself has been designed to reflect the brand’s personality with contrasting yellows and pinks against a bold green to pick out the different fragrance variants.
Rodri Ruiz-Iribarren, Global Senior Brand Manager at AXE added: "PB Creative has smashed the category codes of muted colourways and a minimal, stripped back aesthetic to unveil a new range that feels dynamic and energetic. This impactful design celebrates the distinctive fragrance variants whilst chiming with AXE Masterbrand principles and always remaining relevant and appropriate to the core consumer."
Ben Lambert, Creative Partner at PB Creative commented: "It was important that the ‘wild’ fragrance pairings and the AXE attitude were communicated authentically.
"We wanted to push AXE into the forefront of this area of the market, but with an unexpected and abundant design that reflected the fresh fragrance profiles and AXE’s unique positioning."
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