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04/11/2019

AXE WILD range


Design: PB Creative
Location: United Kingdom
Project Type: Produced
Client: Unilever
Product Launch Location: Europe

Award winning brand design agency PB Creative has continued its partnership with global FMCG brand owner Unilever to create a new range identity and pack designs for male grooming brand AXE (LYNX in the UK).

Tapping into the growing trend of naturally inspired products, the AXE brand team collaborated with global strategic design partner 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!

Ben Lambert, Creative Partner, 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.’


Rodri Ruiz-Iribarren, Global Senior Brand Manager 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.’

AXE WILD is now available in major supermarkets in Europe.