Axe's global redesign by the British agency PB Creative, aims to help the company remain loyal to its Gen-Z target audience. The Axe brand is strongly associated with young people and intends to continue to grow with them.
The new design of the company's products embodies the ideals of intellectual masculinity. The packaging has retained the recognizable black colour, but now the illustrations on it are made in the style of street art. Popular street artist Ben Tallon contributed to the design.
Ad agency: PB Creative