Reinvention for a new generation


Brand identity / Brand Architecture / Visual Identity System / Packaging

Iconising the brand


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.



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.