PB Creative has created a new range identity and pack designs for male grooming brand AXE. Tapping into the growing trend of naturally inspired products, the AXE brand team collaborated with PB to create 'WILD,' an exciting 'on trend' range comprising new bodyspray and bodywash products.
The disruptive aesthetic driven by the unusual fragrance ingredients; Green Mojito & Cedar Wood and Fresh Bergamot & Pink Pepper challenges category norms whilst reflecting the true character of AXE and staying relevant to its target consumer group (16-23 year-old men).
AXE's purpose is about getting guys ready to move closer whilst always following the brand's fun and light-hearted tone of voice. PB has created an assertive range design that truly reflects the brand's personality and energy with contrasting yellows and pinks against a bold green to pick out the different fragrance variants and encouraging consumers to unleash their naturally wild side!
"It was important that the 'wild' fragrance pairings and the AXE attitude were communicated authentically," commented Ben Lambert, Creative Partner, PB Creative. "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."