expression is the future

AXE/LYNX epitomises young guys.  As the ever-increasing pace at which expectation changes within the mindset of its loyal Gen-Z consumers, the brand partnered with us to advance and develop its visual identity to stay relevant, connected and most importantly front of mind.

  • Client / Axe
  • Work / Brand Redesign
  • Year / 2021

For the third time we have be trusted with the global strategic rebrand of AXE as part of our ongoing 10-year brand partnership. The latest refresh is founded on solid foundations following our re-calibration of the brand in recent years which successfully drove positive consumer reappraisal and reasserted the brand’s credibility.


We have taken the brand on a progressive journey of expression, fuelled by an exciting yet challenging innovation pipeline of limited-edition fragrance collisions, including the controversial but iconic LYNX Africa x Marmite range, which embraced a much more expressive and vibrant aesthetic.

This fresh and expressive visual code, with its inspiration rooted in street art, has generated strong appeal with AXE guys and presented us with an opportunity to transcend the master brand into a much more vibrant and progressive territory, with the aspiration to put street art in the hands of every AXE guy across the globe.


As part of our strategic approach we defined a new 'expression' for the brand. Importantly, we also set guidelines for what the new look and feel shouldn't be!

A piece of art on every can

We employed our long-established partnership with the brand and deep understanding of each AXE variant to curate a detailed back story for each of the brand’s iconic fragrances, before briefing renowned street artist, Ben Tallon to bring our vision to life as a range of graffiti inspired illustrations.

“We’ve partnered with Axe for nearly a decade now, so we truly understand the strategic and business challenges that face the brand. It was only with this deep-seated knowledge that we were able to take Axe to a place that felt relevant and appropriate for its modern- day consumer.”

Ben Lambert, Co-founder & Creative partner, PB Creative

“PB has brought the brand back to its roots but with a new focus and energy.  The graffiti led approach feels more ‘street’ with massive opportunities for exciting, brand world activations.  The brand is now very much where we want and need it to be – characterful, with a ‘cult-like’ edge.”

Marco Montanaro, Senior Brand Manager, Unilever

“This is a paradigm shift for Axe.  PB has brought the brand back to its roots but with a new focus and energy.  The graffiti led approach feels more street with massive opportunities for exciting brandworld activations.”

Marco Montanaro, Senior Brand Manager, Unilever

Axe / Lynx

awards & recognition

Total Awarding Body Award Name
World Brand Design Society Silver