Reinvention for a new generation

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Brand identity / Brand Architecture / Visual Identity System / Packaging

Iconising the brand

Challenge

Axe made a name for itself by leveraging traditional ideals of manliness, to appeal to young teens. But a new generation was rejecting dated gender stereotypes and Axe was losing its iconic status. To revive its relevance, Axe needed to help them re-write the rules of masculinity.

 
 
 
 

Solution

As Axe’s brand guardians, we were challenged to transform Axe’s global portfolio, to champion a more sophisticated, nuanced concept manliness and reassert the brand’s iconicity. We reinvented Axe’s global portfolio to exude a sense of intelligent masculinity and empowered the brand to re-own one of its most recognisable, emblematic assets: black.