Axe
Transforming Axe from a traditional fragrance brand into a bold symbol of Gen Z self-expression. By redefining the brand world and pushing a visual identity that mirrors youth subcultures, Axe stayed culturally relevant and emotionally resonant, sparking fresh engagement and loyalty with a new generation.
Transforming Axe from a traditional fragrance brand into a bold symbol of Gen Z self-expression. By redefining the brand world and pushing a visual identity that mirrors youth subcultures, Axe stayed culturally relevant and emotionally resonant, sparking fresh engagement and loyalty with a new generation.
Challenge
Challenge
From Attraction to Expression.
Axe has always been about confidence, but Gen Z doesn’t see confidence the same way. They don’t want to be told how to attract, they want to express who they are. So after 14 years of partnership, our latest challenge was to help Axe evolve once again, this time from a fragrance brand into a cultural symbol of self-expression. By tapping into Gen Z’s desire for identity over image, we reframed Axe from something you use, to something you wear.
Axe has always been about confidence, but Gen Z doesn’t see confidence the same way. They don’t want to be told how to attract, they want to express who they are. So after 14 years of partnership, our latest challenge was to help Axe evolve once again, this time from a fragrance brand into a cultural symbol of self-expression. By tapping into Gen Z’s desire for identity over image, we reframed Axe from something you use, to something you wear.
Solution
Irresistible Expression.
To connect with a generation fluent in self-styling, we repositioned Axe as a wearable form of expression, more art than aerosol. Inspired by the raw confidence of street art, the new design is bold, imperfect, and unapologetically individual. No rules. No templates. Just attitude in its most expressive form. Because for Gen Z, confidence doesn’t follow a script, it leaves its own mark.
To connect with a generation fluent in self-styling, we repositioned Axe as a wearable form of expression, more art than aerosol. Inspired by the raw confidence of street art, the new design is bold, imperfect, and unapologetically individual. No rules. No templates. Just attitude in its most expressive form. Because for Gen Z, confidence doesn’t follow a script, it leaves its own mark.
Impact
New Design had driven 60% of growth in the male deodorant category in the UK over the first four weeks after launch. Stronger shelf appeal & engagement from Gen Z.
New Design had driven 60% of growth in the male deodorant category in the UK over the first four weeks after launch. Stronger shelf appeal & engagement from Gen Z.
+15% Engagement +10% Memory Retention
Client
Unilever
Unilever
Industry
Beauty & Personal Care
Beauty & Personal Care
Service
Global Redesign
Global Redesign
Brand World
Brand World
Packaging
Packaging
Region
Global
Global
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