New Identity for Axe Revealed
by Tiffanie Pfrang on 02/10/2014 | 2 Minute Read
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.
"Working closely with the AXE team, Elmwood refreshed individual stories for each fragrance – from emerald green lightening bolts for space variant Apollo to dark swirling shapes for Dark Temptation. These were devised to work with totally new packaging hardware, a unique half square, half round ‘squound’ shape that gave a large blank canvass to work continuously over two sides.
On sprays, the patterns wrap around the side to create a purely graphic face, literally giving an edge to the design, while for the shower gel and hair products the shapes work as daring explosions of color. "
Elmwood also re-worked the LYNX and AXE logotypes, using a break in the X as a nod to the male X and Y chromosomes.