Global brand design consultancy, Elmwood, have revealed an exciting new identity for legendary men’s grooming range LYNX (AXE as it is known globally). Famed for its world-class campaigns, Elmwood worked with Unilever to create a unique and sophisticated look and feel, that gives guys the edge in the mating game.

With the brand very well known globally, Elmwood needed to create a new aesthetic for LYNX that both built retention and helped introduce the brand to new audiences.